Many years ago, NPR made the discovery that compelling stories can keep people trapped in their cars so they can listen to the conclusion on their radios. And they wisely coined the phrase “Driveway Moments” – a term that instantly became relatable to millions of their listeners.
These “Driveway Moments” has spawned a cottage industry for public radio’s largest network. There are now collections of NPR stories that are themed: moms, dads, cats, dogs, love stories, funniest stories, and on it goes.
Now, those wizards at Spotify have had a similar breakthrough. And they’ve now created a new ad that celebrates how drivers stay in their cars to hear the end of a song.
Earlier this week, AdWeek‘s Doug Zanger (yes, he’s a former radio broadcaster) wrote a story about this new Spotify campaign with the subtitle: “Brand leverages insight to promote discovery and new playlists.”
Of course, anyone who’s worked in broadcast radio for 15 minutes knows all about this – a great song (or morning show bit or powerful interview) can keep you in your car longer than you’d planned.
Here’s a look at this new commercial, courtesy of AdWeek:
Zanger calls the ad “incredibly relatable,” noting it “leans into the timeless yet simple idea of sticking around in the car to finish a song…”
And it’s a harsh reminder that broadcast radio should have been the ones to create this campaign. As Spotify’s global head of consumer and product marketing, June Sauvaget, points out:
“The experience of commuting and listening to music and news in your car is so universal to every driver’s daily routine.”
Who knew?
Since the advent of connected cars, every Techsurvey we’ve produced shows the same trend: Broadcast radio’s share of listening in cars is slowly – but surely – eroding, particularly as consumers drive vehicles with touch screens that allow them to pair their phones.
Now, Spotify is hoping to accelerate its in-car progress, not only pitching their product, but as importantly, the emotional, relatable way in which it’s used while people are behind the wheel.
AdWeek‘s Zanger believes Spotify is using humor and an ongoing marketing effort to create consistency – something broadcast radio inherently had because it ruled the dashboard for decades.
And just to reinforce its point, Spotify is also launching an outdoor advertising campaign to speak right to commuters as they’re looking for something to entertain them on the ride to and from work, errands, or school.
It’s all part of a coordinated campaign that goes right at broadcast radio’s dominance in the car. We blogged about Spotify’s “Daily Drive” product – a personalized product that combines music and spoken word programming for drivers. The blog post was titled “Attention Radio: Digital Predators Are Attacking Morning Drive,” and some readers took exception to my use of the word “predators.”
Sorry, but I think it describes Spotify’s game plan accurately. It’s one thing for radio broadcasters to rest on their laurels, assuming commuters will always tune 
in a favorite AM or FM station on the way to work. It’s another thing to proactively strengthen radio’s in-car tradition.
Sadly, the industry’s “prevent defense” is simply allowing Spotify (and others) to gain ground – market share and attention – in radio’s most important listening environment. Broadcasters are so wrapped up competing against themselves they are losing sight of the more serious threat upon us.
Spotify is marketing its “Driveway Moments.”
Radio needs to seriously defend its turf.
TY to Mike Stern for the heads-up.
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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Excellent blog entry as always, Fred. Until, as an industry, we commit to marshaling our forces and presenting our unique benefits, instead of trying to beat the guy across the street by another tenth of a point, we’re going to unnecessarily allow exploitation like this.
Perhaps a “G7” summit of radio broadcast owners?
Sounds like a plan, but no way we’re inviting Putin.
The ad also gives the impression that Spotify offers a shared listening experience. Another foundational element to radio.
Yes, and of course, you can pause Spotify. The song will pick up right where you left it after you deliver that pizza.
Fred, may I be more blunt? Radio needs to get its collective head out of its collective a** — before it’s too late and the game is over.
I see Chief Marketing Officers coming from Real Estate with no passion or understanding of a very special and unique industry — that’s not the answer.
I love this business. When are we going to ‘stop burning the furniture’ and investing in the future?
From your lips, Mr. Gariano.
Fred: I have been watching this, and even a part of it, for years. When at Sirius, I was a guest speaker at all the conferences and even back then warned my radio piers to start being creative, with “Outside” advertising. Unfortunately, radio panel members would say, “we don’t have enough money”! Promotion is always the first to go, followed by local personalities, and then as, you know to well, research. These are smart guys at Spotify, Apple, and yes Sirius/Pandora. Thank you guys for continuing to beat the drum, I just wish more were listening.
My arms are getting tired! 🙂 Thanks for the kind words, Jay.
Outside advertising, what is that?
It’s incredibly sad, but you’ve sat in those meetings or been on those conference calls Fred.
Besides the “no budget for that mentality” we also had the cut off your nose to spite you face comments about spending money on competitors (TV, billboard, etc).
The companies that are digging out of debt are highly unlikely to heed you column advice, which is obviously very sad.
Keep up the great work & daunting task of speaking up for the radio industry.
Appreciate it, Lester. Heartbreaking to see Spotify horn in on this space.
“Radio needs to defend itself”. Truer words were never spoken. Radio can “trump” Spotify (pardon the pun)- by extolling its other virtues along with music. Curated, local, relatable in more ways than just music. But it’s something radio has to do instead of (as was pointed out here) get it’s head out of you-know-where. . ..
Easier said than done, but a good goal nonetheless. Thanks, Dave.
Hey, I’ve got an idea. What about getting a trade group together to unite the players behind this idea? Oh, wait.
Has anybody heard from the NAB lately?
I’ve had my share of exposure to the NAB, RAB, and other industry organizations in the past few years. And while I may not always agree with their priorities (and BTW, I’m not a member of any of them, so they do not owe me anything), I have a new-found respect for what it takes to be in their role. To suggest it’s like herding cats is being kind. Radio is a dis-unified industry where every owner and CEO has his/her own set of priorities. And they do not frequently line up on many, many issues.
If broadcast radio was serious about marketing the industry, it would require a lot of open checkbooks and a serious commitment to improving not only radio’s messaging, but it’s value proposition, its content, and it’s overall user experience. In short, a tall order.
Thanks, Lalo.
I’m a podcast producer I went that way because radio wasn’t interested in carrying my content instead they want me to pay for play (did that till money ran out never again).
Now we are soon to place our self on YouTube as its the largest audience anywhere and has huge back end so if people like a show similar to ours we have chance it will pop up and get exposure.
I’m working to get on Spotify and Pandora.
When I was very into radio I used to ask myself why the stations didn’t advertise the shows outside their own stations. Today I support a couple community stations with my money, don’t listen to much standard radio anymore tired playlists and same old talkers instead I spend 85% my listening time while in my office on YT where I can listen to complete albums of groups I could never afford in the past as well as brand new music from froups I have never heard before, my sons all use Pandora and YT. I’m 59 and I don’t see things changing anytime soon. Best
Steve, I get it and appreciate your sharing your story. Good luck with the podcast and stay in touch.
Great read. One fun stat is most ppl want to untether the Navigation & Phone as A/D-Tech rolls on. My dash goes right to SXM forever & now, their solid enough Traffic & Navi. Radio has an opportunity, like all others, as this shift occurs to untether maps as it frees up phones….
Once phones and navigation untether comes 5G ( I know, but ignore at ur own risk ) … hmm.. as visual music is globally 1st. Hmm… what could radio do ?? Hope all is swell and well .. Support local, live music! JB
Appreciate it, Josh. Thanks for chiming in. Crazy times ahead.
If I actually returned your email the other day…
Here’s why:
I had my phone and I was captive.
Sirius Deep Tracks, in an all-too-rare nod to their moniker…
Actually played “Supper’s Ready” by Genesis.
Stayed in the car for the whole 23 minutes.
A Marty Bender Driveway Moment.
Your message is clear and simple. We must remind listeners who we are, what we do, why they love us, etc. why does that stop at the edge of our signals. We need these messages to be everywhere. As Huey Lewis said, “that’s the power of love.” We need to be everywhere reminding listeners of that power. We also need to deliver that power. Stop relying on the same, boring, over-researched lists of music. Listeners used react to stations that pushed limits. The stations that meant the most weren’t those replicative of others. They were unique. Become an icon. Spotify is a pretty smart record library. But AI is artificial. Be real. Be genuine. Express your true love of the content and how you present it. Pure passion.
Oh. And then advertise it everywhere! We ran a campaign this past spring, hoping to do more soon. Soon after, we saw a few other stations realize they should do that too. Let’s all do it! I feel a Bill Murray speech in “Meatballs” coming on. Let’s rock!
Thanks for the kick, Fred.
Chris, my pleasure. Radio has its flaws, to be sure. But its assets greatly outnumber them. A little marketing and positive messaging couldn’t hurt.
Fred, I have to agree on this, from the Pre-K’s of broadcasting this is genius!
As I always say about you Fred “You’re A Bad Mutha…” to find this tidbit and expose that one critical flaw in terrestrial radio as we come to accept today.
Thanks Again My friend, Mike Love
Appreciate it, Mike. I hope readers of this blog know how much I love and believe in radio – but I want us all to be better. To remain competitive, we’ll need to be.
Fred, the reason NPR didn’t produce the ‘Driveway Moments” spot is simple. NPR doesn’t produce driveway moments anymore! Since the days of Frank Mankiewicz, NPR has concentrated on be a news and analysis provider. I am not saying this is wrong, but ask the Producers of past driveway moments where this kind of material is on NPR. Maybe a little of it on Weekend Edition, but certainly not on the merciless clocks of ATC and ME.
Jim, thanks for the perspective. I will tell yiu that in public radio research I do, many consumers talk about these moments.
What’s even worse about radio missing the “Driveway Moment” boat is that ANY format could have produced it. What a great way to promote talk, sports, news along with music. (I can see the spot in my head right now.)
I was impolitely asked to leave radio two years ago after 28 years in the business. Being outside gives one a remarkable view of how poorly radio is marketed and promoted. I use radio for my clients but not to the extent I thought I would.
Kudos to Zanger for this. I worked with Doug at Entercom/Portland. He’s the kind of talent radio is missing.
In doing research for the post, I had the chance to speak and reconnect with Doug. And you’re right – bright guy who still (IMO) would like to see radio fulfill its potential. Best to you, Craig, and thanks for the comment.
Your insight is remarkable as usual, Fred. I suspect that Howard Stern is responsible for more spent gasoline in driveways than any broadcaster alive. HIs interviews will glue you to your upholstery. There are few that have the luxury or staff to allow you to do that kind of homework but the example is a good one from an industry leading talent. If, as a broadcaster, you land a “good get,” it would serve you well to do your homework and Ira Glass the heck out of that segment and then offer it up on the station’s social media platforms afterwards. Management won’t do that for you. But you can promote yourself if you’re willing to invest in sweat equity. Great blog!
Appreciate that, Ed. It’s the true test of compelling radio, and you’re right that tit starts with prep. Thanks for commenting.