Why Do People Think That Nobody Listens To Radio Anymore?
“Why do people think that nobody listens to radio anymore? Because there is a narrative that new media kills old media, so nobody bothers to look at evidence that doesn’t fit the narrative.”
There is a revealing study done by Deloitte about the radio industry featured in an interview with Duncan Stewart, Director of Research with Deloitte’s Technology, Media and Telecommunications practice called the Predictions report. The article is chock full of quotes from Stewart worth repeating.
The headline of the article caught my attention: “Why do people think that nobody listens to radio anymore? Because there is a narrative that new media kills old media, so nobody bothers to look at evidence that doesn’t fit the narrative.”
MYTHBUSTING
Stewart goes on to say, “The deeper I dug into radio numbers, and as I analyzed the results of the exclusive survey Deloitte conducted, the more I realized that radio was being unjustifiably overlooked.”
Some important take-a ways from the research show that radio listening increases with employed, highly educated and high earning people. (By the way, this is Public Radio and WDET’s strike zone!)
The report refers to education, employment and income sounding like the audience equivalent of an advertising holy grail. Note the chart below:
RADIO IS NOT DEAD
Stewart says, “Radio’s not dead, it’s not dying, it doesn’t even have the sniffles. The industry is growing globally, is surprisingly popular with Millennials, and most people don’t know that! You know how radio is great for finding that new band before most of your friends know about it?”
For those of you that take your advertising education seriously, Deloitte’s analysis on AM/FM radio in the report, Technology, Media and Telecommunications Predictions 2019 can be found here along with the complete version. Check out this link for the article and interview with Duncan Stewart, at allaccess.com.
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