As I make Techsurvey13 presentations around the country at conferences and on webinars, I'm starting to hear feedback about the various data points that truly resonate with radio pros. From the growth spurt of “smart speakers” (like Amazon's “Alexa”) to the podcast categories that are most popular, there's some amazing findings generated from our 51,670 respondents.
Radio acquits itself well in Techsurvey13. In fact, only one in ten says they're listening to less broadcast radio in the past year – same as in TS12. But what's the cause of that tune-out? Of course, streaming services like Pandora and Spotify, mobile apps, and satellite radio are all somewhat erosive. But the top two radio complaints among those spending less time with the medium turn out to be self-inflicted wounds:
- Too many commercials
- Repetitive music
Both are mentioned by four in ten of those who have decreased their time spent listening to radio in the past year:
So how does this manifest itself in the larger ecosystem of media and digital advertising? What role does the quantity as well as the quality of radio advertising play in the bigger scheme of things when media buyers make their financial decisions to choose one medium or platform over another?
A recent Kantar Media study asked 5,200+ connected adults from Brazil, China, France, the UK, and the US to rate advertising from a variety of sources from digital to traditional.
While online TV and video are often criticized, ads in movie theaters, magazines, and newspapers have strong consumer ratings. But the bad news is that radio ads leave much to be desired. In fact, consumers are more likely to negatively rate commercials on the radio compared to those who generally like them. And these responses help crystallize the responses we saw in TS13:
So, it's hard not to conclude that when it comes to its commercial monetization efforts, radio has its challenges. This isn't anything new, but as commercial stopsets have become more cluttered with even poorer quality ads in recent years, these conditions take their toll on both those listening, as well as those advertising on the medium.
Commercials are part of the overall radio experience. As most consumers know, they are the price one pays in exchange for radio being “free.” But when they become a reason for both “meter migration” in the ratings, and advertiser malaise, it's a problem.
A quantity problem and a quality problem.
Perception is reality.
See the Techsurvey13 Results
Techsurvey is the radio industry's largest online survey. See the results for yourself.
- Radio Broadcasters Don't Know Doodly-Squat About Gen Zs - June 29, 2022
- Alexa, Can You Overcome Amazon's Marketing Debacles? - June 28, 2022
- Creatures Of Radio Habit - June 27, 2022