In partnership with PMCC, and for the first time we are proud to announce National Federation of Community Broadcasters (NFCB) as a co-sponsor, we invite your public radio station to participate in Public Radio Techsurvey 2024.

The goal of these landmark research studies is to help public radio stations better understand and navigate the impact change and disruption have on their operations and help them strategically navigate the digital waters to maximize effectiveness, build strategies, communicate to staffs, and set priorities.

Many public radio stations are struggling to retain their P1 listeners – historically, their most loyal listeners. How to explain this erosion is a key goal for PRTS 2024.  Because our samples are mostly comprised of members and long-time listeners, this year’s study will be especially salient and relevant. By better understanding what your most important listeners are thinking and doing media-wise, public radio can better “meet them where they’re at.” Our PRTS studies have proved to be useful tools for staff communication, as well as strategic priority setting.

For public radio stations that focus on music, PRTS 2024 will continue to provide direction into how radio is used by consumers, as well as music discovery and digital device/platform usage.

This is our 16^th annual survey tracking the habits, needs, and desires of core public radio listeners. This year’s survey will tackle the following, and more:

• What are current (and former) P1s thinking?  The study will evaluate the traditional core values – are they still meaningful and do public radio stations and networks still live up to them? Additionally, is there evidence to explain the occurrence of decreased listening and usage?
• How is public radio’s news image and reputation holding up post-pandemic? Have news habits demonstrably changed during the Biden years and what impact (if any) is that having on public radio?
• How is public radio maintaining its levels of trust and transparency? We’re living in a time when media outlets are facing high degrees of skepticism and cynicism from audiences across the spectrum. Is public radio  managing to stay above the fray?
• How are legacy public radio shows and personalities testing in these turbulent times for all media outlets? We plan on testing representative shows and hosts across the spectrum to gain a sense of their relevance and popularity.
• How are news habits changing, by demographic and other variables? As more news sources proliferate – including social platforms like TikTok – how are public radio stations being used by its prime consumers?
• Is “local” taking on greater importance? Recent PRTS studies suggest a focus on local/regional news coverage and local happenings has been more greatly appreciated by public radio listeners. Is that continuing, and what implication does it have for programmers and marketers?
• How is public radio navigating generational shifts? Are we seeing an infusion of new audiences – by age and ethnicity? How do generational differences and other demographic shifts affect public radio listening – and membership? As new platforms and content portals are emerging, is public radio keeping up?
• How are public radio stations keeping up with the digital content demands? What changes are we seeing in media usage and gadget ownership that might impact stations – podcasting, mobile, smart speakers, as well as platforms such as Spotify, YouTube, TikTok and others?
• How are public radio fundraising efforts being received? How are audiences responding to membership campaigns, and what can be done to make fund drives more “listenable?” We launched new questions in last year’s study, and we’ll update them again in PRTS 2024.
• How might the upcoming election season impact public radio’s coverage strategy – locally and nationally? Can we expect a “bump,” a “slump,” or something else entirely from the next political cycle?
• Is Artificial Intelligence (AI) seen as a boon, bane, or both? How do public radio listeners perceive AI’s personal and societal impact? And what are their expectations about how this technology may or may not be used for content creation? This year’s study will continue to track AI’s impact, in and out of public radio.

For a modest fee, stakeholder stations/networks will receive an array of actionable information to help guide your understanding and decision-making: complete totals for the survey, your format, and your local audience, along with key demographic breakouts. In addition, an executive summary will be presented via webinar upon analysis of the data. It will be open to stakeholder stations and their entire staffs only.

• Top 30 Markets: $550 (PMCC Members)
• Markets 31-75: $450 (PMCC Members)
• Markets 76+: $350 (PMCC Members)
• Non-PMCC Members: $750
• NFCB Members (national data only – no local data): $100
• NFCB Members (national data AND local data, if have met the minimum 75 survey sample size requirement): $200

PRTS 2024 is set to field beginning in mid-June and into mid-July; stations whose fiscal year ends in June will have the option to either pay before or after the June 30th date.

The deadline for registration is Thursday, June 6th. Please reserve your spot now.

Get More Info

Register Now