Radio – A Great Medium Even Today

Radio is definitely alive and well. A new study suggests it actually energises people to get into their evening plans. We love it at Brand One as it can be paired so well with the digital platform to get more airtime with your audience.

The recent study commissioned by the Australian Radio Network (ARN) looked into the behaviours of radio listeners and their behaviour as an audience.

Radio is so much more than just audio now, said Tony Kendall, CEO of ARN.  “In the past five years it’s exploded across multiple platforms, particularly with social, and understanding how audiences engage in this dynamic environment helps us to deepen the relationship we have with that audience”.

This is great news as we feel radio can be paired well with social media today. One thing a lot of us are doing more is drive time. Why not use radio to guide your audience to social, which in turn will do its job in engagement. Develop content and campaigns accordingly. Great for getting a greater share of your audience and to spend more time with them.

Radio is the ultimate uplifter was a finding of this study. “By better understanding what uplifts audiences, and when and why audiences are looking for content, we can curate our content and deliver audiences the content they demand through multiple touchpoints and align advertiser solutions” commented Tony.

On-air talent plays an intricate point to consumers’ radio habits.

When it comes to talent on radio, listeners considered their favourite talent a ‘super friend’ who they connect with.

More findings –

  • Reality TV and TV streaming were the ‘winding down’ activities for many audiences
  • We’re anxious and frustrated a lot of the time during the week. TV streaming, reality TV and music streaming are our ‘switch off’ mediums used for relaxation
  • Facebook is a stimulant, but not always positive as some were left feeling disconnected afterwards

The research involved qualitative and quantitative data, including online diaries of 40 participants, with emotions recorded; as well as two hour interviews and a 1600 person study to establish metrics.