Media analysis specialist The Media Audit has a new study, the National Radio Format Report, examining the media consumption habits of radio listeners.
The conclusion? Non-radio media consumption habits can be predicted by the radio format preferred.
The survey noted significant contrasts between the particular format listeners and their preferences for other media such as TV, Internet or newspapers. Formats surveyed included news/talk, country, public radio, classic rock, urban adult contemporary, etc.
The Media Audit noted that such information could be useful to advertisers for knowing where to make additional supportive media buys for strongest effect.
“Listeners of different music genres or formats have varying degrees of exposure to other media such as TV, newspaper, outdoor and the Internet,” the company stated. “The findings suggest that those looking to bolster radio advertising revenue should take note that not all radio formats compete against other media such as TV, newspaper, outdoor and the Internet in the same manner.”
Among the findings, public radio listeners spend an average of two hours 40 minutes watching TV each day, a figure that is 42% lower compared to the typical U.S. consumer’s daily TV viewing habits. “Analysis of public radio listeners’ media habits by age group also suggests that as listeners get older, they spend more time listening to radio, a trend not often seen among radio listeners.” (See chart.)
Surveys were conducted in 80 U.S. cities among more than 113,000 respondents between Jan. 2009 and March 2010.