As we’ve been presenting versions of Techsurvey12 throughout the year, one of the charts that always generates lots of conversation and opinion is the “Why Radio?” pyramid.
The original goal of these surveys was to determine what radio listeners are doing when they’re not listening to the radio. Interestingly, we’ve only been investigating the basic question of what it is about AM/FM radio that keeps consumers coming back again and again the last few years. it has turned out to be a great question, because in a world where media and information choices are seemingly infinite, the values and qualities of “old school radio” that resonate with consumers become even more important.
Of course music and personality form the base of the pyramid. And for most stations, they are the two areas they focus on the most. But we’ve taken great pains to talk about the other rungs on the pyramid. These are the emotional underpinnings that set radio apart from other media platforms: companionship, listening at work, mood elevation, and even escape from life’s pressures.
But perhaps one radio asset that is the most unheralded is habit. Some even believe that this quality signifies staleness. But when people come back to the radio on a consistent basis, day after day, it says something about radio’s ability to become part of the fabric of their lives. It’s a quality that pure-plays simply cannot match. And as you can see above, half our sample of nearly 40,000 respondents across North America tell us that habit is a main driver behind their broadcast radio listening.
I was reminded of that immutable truth while reading a media profile of actress Julia Stiles in AdWeek. You’ve seen Stiles in those action-packed Jason Bourne movies. She was asked about the first information she accesses each morning:
“I turn on the radio. I’m a really big fan of old-fashioned dial radio. I love WNYC and NPR and also 88.3 in New York, which is the jazz station, and it’s usually good for background music. If I’m not in New York City or by a traditional radio, I’ll stream it on my phone, although I usually try not to look at my phone first thing in the morning.”
Yes, this is a tribute to these public radio providers. But it’s also acknowledgment of the pure simplicity and consistency that radio delivers. Stiles notes later in the interview that she’s been on “a diet from social media recently,” and while she enjoys podcasts, apps, and Netflix, the day begins with the radio.
As the “Why Radio?” pyramid shows, a key value of broadcast radio isn’t just reach– it’s regularity. And for half the respondents in our sample, AM/FM stations play key roles in their daily routines. Like Stiles, many people start their day with a morning cup of coffee and a favorite radio program or personality, providing the soundtrack of their lives.
And there’s some “generation bending” going on here too, because at age 35, Stiles is right on the cusp of Generations X and Y. Most media buyers will tell you that people her age have nothing to do with the radio.
Don’t try telling her that – she just might send Jason Bourne your way.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Chris, that’s the purpose and I’m glad the blog is hitting goal. Many thanks for your kind comments and for reading it.
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