It’s nearly 100 years old and has had a couple of hip replacements, but Canadian radio can still shake a leg.
In an attempt to dispel some misconceptions and generate enthusiasm for the medium, the Canadian Association of Radio Broadcasters (CARB) has partnered with media consultant and former media agency executive Lauren Richards to launch a new promotional initiative called RadioAhead.
“[Radio] has been a little bit forgotten, and it’s one of the reasons we’re doing this,” said Richards. “It’s not only to provide new information and potentially debunk some myths, it’s also to get top-of-mind awareness and say ‘We’re still here and we’re still strong.’”
A recent study by the publication Adweek found that the media habits of today’s plugged-in advertising professionals don’t necessarily mirror those of everyday consumers. The study found that U.S. advertising professionals spend 38% more time on the internet than the typical consumer, while their tablet use exceeds that of the typical consumer by almost 300%.
At the same time, they watch about 12% less television and listen to a whopping 48% less radio than the typical consumer. “It’s important to remember to look through the eyes of the consumer when making decisions about allocating money,” said Richards.
Richards will present the first wave of RadioAhead research to media agencies next week. The findings are based on an online study of 2,209 Canadians and 1,013 Americans conducted by research firm Vision Critical in October, and are augmented by recent data from sources including Arbitron.
The data provides current information about the medium in terms of listening habits—what, where and when—and showcases the emotional connection between listeners and their favourite station, as well as the impact of radio listening on consumer shopping habits.
The study found that radio’s daily reach is second only to television, almost double that of newspapers and more than five times that of magazines. It also has the youngest average audience of any “traditional media” at 48, compared with 49.2 for TV, 49.2 for print magazines and 52.4 for newspapers. The average age for social media users is 42.7.
Radio also continues to be a viable medium among younger Canadians, with 60% of teen listeners saying it helps them discover new music.
An estimated 68% of online Canadian adults listen online at least part of the time, while increased commute times—more than half of all radio listening takes place in car—represents a way to reach what Richards called a “captive and very desirable” audience.
“The majority of radio listening is done in-car, where people can’t multi-task like they do with TV,” said Richards. “It’s not new that people pay more attention when they’re in the car, but what is new is there’s not as much competition for audience as there is in other media.”
Radio is also unsurpassed in its ability to reach consumers at crucial times during the day, with a recent study from Arbitron suggesting that radio reaches nearly a quarter of U.S. consumers 30 minutes before the peak daytime shopping hour of 1 p.m., as well lunchtime visits to quick-service restaurants and after-work grocery shopping. The study found that TV’s reach is less than half that.
Radio’s ability to influence online listeners as they conduct research into products and services is also significant, said Richards. “Radio can still be involved in purchase decision-making, but in a new way,” she said.
