4-14-14
Clear Channel continues to release research to help the industry show off the power of radio. The latest study, conducted in conjunction with the University of Southern California, included 2,700 respondents and focused on how connected listeners become to their favorite radio personalities. Providing advertisers with more research and hard data on radio has been a goal of Clear Channel and a focus of Clear Channel EVP of Insights, Research and Analytics Radha Subramanyam. Radio executives want to be on an even playing field with television and other forms of media when advertising agencies are placing buys for their clients using marketing mix models. In order for that to happen, radio needs to provide them with more research and data like this.
After releasing the study, Clear Channel CEO Bob Pittman said, "On-air personalities are a key element in defining what makes radio different -- and more personal -- than any other medium in consumers' minds. These personalities are viewed as stars and tastemakers, but also have a familiarity and personal touch that invites listeners not only to tune in, but to call, tweet, and email as if they are listeners' personal friends." Pittman said the relationship between listeners and on-air personalities is powerful and no other medium has it.
Six out of 10 listeners in the survey say radio hosts are "like a friend," whose opinions they trust. And listeners equate an on-air personality endorsement to a friend's recommendation, more so than they do sponsored Facebook posts, sponsored tweets, or television commercials. Four out of 10 listeners feel personalities make more of an effort to foster a personal connection, making the radio experience inherently more social, particularly when compared to TV or streaming playlist services. More than half of the study participants agreed that they trust brands, products, and services their favorite on-air personality recommends; a finding that is encouraging smart marketers to undertake unique radio-based campaigns.
(4/14/2014 6:54:59 PM)
While a little pro/positive-research is helpful, we still have a long way to go in improving the products and services.
Plus - what Tony sez.
I find a slight bit of irony in the fact that CC fired a whole slew of these local personalities that they cite in their study. Oh yes , they're important....but not to us.
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