CRS: How Radio Can Win The “Ear Wars”

With so much competition from other forms of audio, radio’s top competitive advantage is its urgency. Broadcasters have a unique ability to capitalize on their listeners’ “fear of missing out.”

Larry Rosin

That’s the lead finding of “Ear Wars,” Edison Research’s 2016 Country radio research presentation, set to be unveiled Feb. 9 at 10 a.m. at Country Radio Seminar in Nashville by Edison’s Larry Rosin and Megan Lazovick. The survey answers key questions for broadcasters in 2016 such as “why radio” and “what matters”?

Continuing Edison’s tradition of presenting major surveys for country radio at CRS, the researchers surveyed more than 1,500 listeners and conducted one-on-one interviews of listeners and broadcasters in three markets. Legendary stations whose listeners and staffers are spotlighted in this year’s presentation are WXTU Philadelphia, WIVK Knoxville, and WTHI (Hi 99) Terre Haute, Ind.

Megan Lazovick

The survey begins with the finding that even users of other types of audio, such as Internet-only radio and Sirius XM, still enthusiastically listen to radio, specifically as a way of staying connected. But that’s only a starting point.

“This presentation will walk programmers through every element of their programming day with an eye toward instilling ‘Fear of Missing Out’ into everything they do, from music to air talent content to other engagement, community involvement, and even your marketing,” says Edison President Larry Rosin.

“Without a doubt, our 2016 presentation will be the one most loaded with things that broadcasters can take back to their market,” says Rosin. “Programmers should make sure they don’t miss out as well.”