VooDooVision: Broadcast Radio Continues To Hold Its Own

NuVoodoo Media Services Thursday shared results of their VoodooVision nationwide consumer study of better than 5,300 respondents between the ages of 14 and 54. The study, intended to guide marketers through the myriad options available in the digital media and audio entertainment space, is being presented by the company in a series of webinars between now and mid-March.

 The presentation is free to those who reserve a spot at nuvoodoo.com/webinars.

The VoodooVision consumer study findings reveal that despite the steady increase of Internet-connected infotainment systems in vehicles, broadcast radio continues to hold its own. It remains competitive with podcasts and DSPs (Digital Streaming Providers, such as Spotify, Apple Music, Pandora, and others) when consumers are in vehicles or public transit during the early morning and late afternoon commutes, and on weekends.

When asked to select a top preference from list of audio entertainment choices, these were the top-ranked choices: 

• Broadcast FM/AM radio remains the top audio entertainment preference for morning commuters at 19% of the sample, followed closely by podcasts, with streaming coming in at third.
• The competition is closer during the late afternoon commute, where podcasts and streaming barely eclipse radio as the top choice among commuters at 15% vs. 14% of the sample, respectively.
• Radio remains competitive as an audio entertainment favorite among listeners on the go during the weekend, sharing the top spot with DSP’s and eking ahead of podcasts.

Leigh Jacobs, Executive Vice President, Research Analysis, NuVoodoo Media Services, and webinar co-presenter, said: “The rise of podcasts as a drive-time in-vehicle entertainment choice serves as a timely reminder for radio to play offense in these critical dayparts. Here is yet another datapoint that reinforces our long-understood need to present strong, impactful entertainment options that go beyond just music to remain competitive in attracting the captive audience stuck in traffic or on public transportation during a long commute.”

PJ Kling, Vice President, Marketing, NuVoodoo Media Services, and webinar co-presenter, commented, “In radio, we’ve grown accustomed to think of weekends as a throwaway. And, while average quarter hour ratings may not rise to the same levels as weekday drive times, weekends are nevertheless an important opportunity for stations to put their best foot forward with strong programming and promotion. FM/AM’s in-vehicle audience remains competitive with podcasts and digital streaming as a source of audio entertainment. It’s a good opportunity to leverage completive share from in-format competitors and is the audience talent should envision when striving for relevancy each time they open the mic.”

Carolyn Gilbert, Founder and President, NuVoodoo Media Services, noted, “We conduct these studies twice a year free of charge as a service to our industry partners. Consumer behavior in the audio entertainment and digital media space is constantly changing. We use this same data to optimize our marketing strategies for our own clients, and we conduct local versions of the VoodooVision study to ensure our clients are always positioned competitively.”

These and other findings will be presented to the audio industry in two additional NuVoodoo webinars on Monday, March 6th at 12:00pm Eastern/9:00am Pacific, and on Tuesday, March 21st at 2:00pm Eastern/11:00pm Pacific. Register now for one of the two remaining webinars at: https://nuvoodoo.com/webinars/. 

A recorded version of the presentation will be provided to all who register, whether they attend the live session or not. A webinar overview video is available for viewing now at: https://youtube.com/watch?v=84U6SbK0vAg&feature=shares.