Nymrad Blog

Study Reinforces The Importance of The Dash

MediaVest and Clear Channel today revealed the results of a joint national study into why, when, and how consumers use particular audio platforms. "In the car" is the No. 1 location for audio across all day parts and participants prefer to access audio content through regular broadcast stations or satellite radio. Usage of all platforms is generally highest from 3 p.m. to 7 p.m. In addition, they are more likely to listen to online AM/FM radio streams or custom playlists from home. Results also show that mobile devices increase control and portability, with most listeners citing the ability to "take their music with them anywhere" as one of the top reasons they turn to audio on their mobile devices.

The study surveyed thousands of audio listeners who use one or more of the following audio sources ­ personal music collections (CDs, iTunes downloads), broadcast radio, streaming AM/FM radio, custom online playlists, satellite radio, online music videos, and digital music channels on TV.

Listeners choose broadcast radio for its accessibility to timely news, radio personalities, and hearing new music. Personal music collections or custom stations allow consumers to control the content, while satellite radio offers fewer advertisements. Consumers can use audio platforms to connect with the world around them, or to create and control a personal experience. The most appealing audio ads are related to listeners' favorite music, delivered at relevant times, and customized to the specific audio platform. Audio gives marketers an opportunity to deliver high-impact and emotionally resonant messages. Broadcast radio listeners are most accepting of advertising and broadcast radio delivers the strongest advertising recall and brand engagement.

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