New research from Mark Kassof & Co. reveals that 53% of 18-64 radio listeners in the U.S. agree with the statement: “Radio isn’t as good as it used to be.” 41% disagree, while 6% don’t know. Among age groups, 18-34 year olds are the most negative — 61% agree that radio isn’t as good, while only 31% disagree. Men are, overall, more negative than women, and 18-34 men the most negative — 67% of them agree that radio is not as good as it used to be, while only 28% disagree. In contrast, 45-54′s — both women and men – are the most supportive of radio on this question…45% agree, 50% disagree.
These findings are based on 989 online interviews with 18-64 radio listeners in the U.S., conducted from September 12-15 and published in the company’s annual ListenerThink P1 research, which explores the role of radio in listeners’ lives.
Says Mark Kassof: “The perception that radio isn’t as good as it used to be seems pervasive in the industry. This research reveals that a majority of listeners agree.”
Based on the interviews, reacting to “Radio isn’t as good as it used to be.”:
AGREE STRONGLY 19%
AGREE SLIGHTLY 34%
DISAGREE SLIGHTLY 28%
DISAGREE STRONGLY 13%
Don’t know 6%
Kassof notes that what’s interesting is the oldest of them were only teens when The Telecommunication Act of 1996 became law.
RBR-TVBR observation: Of course, listeners are going to change their opinions on traditional radio because there are now so many more listening choices out there—most of which can be heard in the car via the new transistor radio—the smartphone. Our role as broadcasters is to stay competitive with music discovery and be as local as possible. This means events, concerts, promotions, giveaways and local music with local personalities wired into the community.