The VoodooVision Study findings provide a guide to digital advertising and audio entertainment for marketers and are based on the company’s January interviews with over 5,300 14-54 year-old respondents from across the U.S. The VoodooVision Study includes insights on what audio platforms are commanding the lion’s share of consumer attention in 2023, what digital apps consumers are using the most, and how automotive infotainment systems are changing consumers’ audio usage in cars.
These and other findings will be presented to the audio industry at NuVoodoo webinars on March 2nd at 2:00pm Eastern/11:00am Pacific; March 6th at 12:00pm Eastern/9:00am Pacific; and March 21st at 2:00pm Eastern/11:00pm Pacific. Register now for one of the three webinars at: https://nuvoodoo.com/webinars/.
Those who say they’re spending less time now with radio than a year ago average out to just under a quarter hour per day in current daily listening. While the Gen Z portion of that group listening less to radio may be tough to reverse, both the Millennials and Gen X listeners need radio’s attention. Some of the shift is technological. New cars and trucks are chock full of new listening possibilities AND demote Broadcast Radio. But stations and owners need to take action to make the listening experience the best it can be for all of those in the audience.
Working strenuously to bring back TSL from those listening less and fighting for more TSL from the narrow majority who say their listening is about the same amount now as it was a year ago is critical. Broadcast Radio stations are no longer battling only the competing stations in the market – they’re battling all of these choices in the spectrum of audio media.
Carolyn Gilbert, Founder and President, NuVoodoo Media Services, said: “The VoodooVision Study is a snapshot of consumer behavior across social, mobile, podcasting, streaming, connected TV, and other digital advertising ecosystems. NuVoodoo has provided free consumer research to its industry partners for over a decade to help them make better, more sound strategic decisions. An informed client is our best customer, whether we’re building websites, executing research projects, or managing marketing campaigns for them.”
Leigh Jacobs, Executive Vice President, Research Analysis, NuVoodoo Media Services, and webinar co-presenter, commented: “The focus of the VoodooVision Study is on where and how consumers are spending their time right now and where they pay attention to commercial messages, so advertisers can reach prospects more efficiently and effectively. We look forward to presenting these brand-new findings to media professionals in our March webinar series.”
Register to attend VoodooVision at nuvoodoo.com/webinars. NuVoodoo Media Services will also arrange to send an on-demand recording of the presentation to those who cannot attend one of the live webinars.
The chart below shows year-over-year perceived TSL momentum for a range of media covered in the new study and shows how Broadcast Radio is doing compared to others. While the data show a slight negative trajectory for FM/AM, it’s not nearly as negative as some media experts would have you believe. Meanwhile, podcasting is only very slightly positive and satellite radio is strongly negative (along with audiobook listening).
Drilling down into Broadcast Radio shows that radio TSL momentum is positive among men overall and among Millennials (now ages 27-43 and a plurality of our sample of 14-54s). Gen Z (ages 14-26 in this sample and aging into 25+ demos) are not great radio consumers, raised with so many newer media options. Distressingly, these data show negative TSL momentum for radio among women overall and Gen X (ages 44-54 in this sample, though the generation spreads several years above that).
Leigh Jacobs, Executive Vice President, Research Analysis, NuVoodoo Media Services, and webinar co-presenter, commented: “The focus of the VoodooVision Study is on where and how consumers are spending their time right now and where they pay attention to commercial messages, so advertisers can reach prospects more efficiently and effectively. We look forward to presenting these brand-new findings to media professionals in our March webinar series.”
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