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Edison Research Examines Time Spent Listening

Company to use latest study numbers and more at Radio Show session

What are the best ways to maximize listenership in today’s market? Attendees to the upcoming Radio Show in September may find an answer.

Edison Research will present new research on driving audience engagement and leveraging audio trends at the 2019 Radio Show, which is to be held September 24–26 at the Hilton Anatole in Dallas.

While radio’s reach remains strong across all ages, time spent listening to radio has fallen much faster among younger listeners than among older ones, according to Edison. The session titled “The Secret to Longer TSL” will focus on the best means of attracting and retaining listeners and will delve into best practices to optimize advertising.

[Read: Broadcasters, You’re Not in Radio Anymore]

As part of its research, Edison’s qualitative team conducted one-on-one interviews with young radio listeners to understand their attitudes about commercials, different audio platforms, interest in and engagement with radio programs, and what they would like from radio.

Led by Megan Lazovick, Edison Research vice president, the session will unveil new analysis on audio listening trends and content preferences as well as offer insight on how radio can effectively compete with and embrace other platforms. In her role, Lazovick’s observations on consumer attitudes and behavior have shaped custom research studies such as Edison’s Share of Speech as well as NPR and Edison Research’s Smart Audio Report.

“These interviews helped to inform a new national survey of radio listeners and quantify listener sentiments,” said Lazovick. “Our survey results have been eye-opening.”

More information on the Radio Show, which is produced by the National Association of Broadcasters and the Radio Advertising Bureau, can be found at www.radioshowweb.com.

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