New Research: In-Car Listening Remains Vitally Important For Radio

NuVoodoo Research Prospect Study 19 massive study was conducted last month and includes 3,298 respondents, ages 14-54, across all PPM markets.  That represents a wide swath of age incorporating parts of three generations: Gen Z (ages 14-25 in our study), Millennials (ages 26-41), and Gen X (ages 42-54). To include Baby Boomers, we’d now have to interview above age 57.

NuVoodoo marketing honcho PJ Kling and Leigh Jacobs  covered a lot of ground during last week's 40-minute webbiner.  Jacobs points out that while they had fresh data on the declining number of in-home radios, for the first time NuVoodoo also shared data on the prevalence of Bluetooth speakers in homes. And they dived in deep on vehicle infotainment systems.

The webinar unveiled that overall broadcast radio TSL takes a hit among constituencies driving vehicles with newer audio systems. Those audio systems into three buckets:

• Regular Car – traditional car radios which might have a CD or cassette player, but nothing newer than that.
• Cord/Bluetooth Car – newer systems that include satellite radio and have the ability to connect to a smartphone using Bluetooth or an aux cord.
• Connected Car – the latest systems with icons for services like Spotify and Pandora (we included Apple Car Play and Android Auto in this bucket).

Half of the respondents said they have vehicles with Cord/Bluetooth systems. Gen X – the oldest consumers in our sample – were the most likely to have a Regular Car radio. For now, the newest Connected Car systems sit at 13% of the sample. One can imagine that percentage will rise again as dealer inventories return to normal as supply-chain disruptions ease. The columns in the chart below don’t get all the way to 100%, because some people don’t have a car.

Later in the interview, they asked those with Connected Cars to agree or disagree with this statement: “I’m not sure how to program the presets for local AM/FM radio stations on my car audio system.” Among Millennials with Connected Cars, 57% agreed they’re not sure how to program the presets. Remember, these are the 26-41’s in our sample. Move up to the oldest in our sample, Gen X, and 74% aren’t sure how to program the presets. Perhaps it’s obvious that the oldest people in the sample would have problems with new technology – but these people are 42-54!

In-car listening is the lifeblood of many radio formats. In fact, many in the sample said they only listen to broadcast radio stations when they’re in the car. 

It’s a lot of information in the full presentation. Some other highlights:

• For the first time, NuVoodoo tested an extensive list of potential tune-out catalysts. They share what radio stations do that drives listeners away during the webinar.
• How often listeners use streaming apps, from Spotify, Apple, and Amazon to Soundcloud, Tune-in, and iHeart. One can see how well local AM/FM radio streaming apps fare by comparison.
• They compared and trended the lure of typical radio station cash offers and contest packaging tactics. Plus,they share some practical steps radio stations can take to battle the perception that sweepstakes are not on-the-level.
• We look at radio station marketing strategies, including social media, connected TV, direct mail, outdoor, and telemarketing, and show you which have caused listeners to tune in and listen more.

The recording of the Ratings Prospects Study 19 webinar lives at nuvoodoo.com/webinars.