Contributor: Leigh Jacobs, EVP Research Analysis, NuVoodoo Media Services
Consumers today are connected 24/7. They have the ability to tap into news, entertainment and information whenever, wherever and in whatever format they want. Thanks to technology, the connection with radio continues – into the workplace.
In the past year-and-a-half, the number of adults who listen to audio entertainment while at work has grown across nearly every age group.
The latest study by our firm, NuVoodoo Media Services (we do research and marketing for broadcasters), shows at-work listening increasing in nearly all segments – and impressive percentages among 25-44’s – based on a sample of over 3,000 respondents, ages 14-54 across all PPM markets.
Competition for at-work listening has never been more fierce. In this new study, the percentage of at-work users relying on broadcast radio streams grows to 15% of the total at-work listening pie. While digital pureplays continue to play a role in at-work listening, the combination of broadcast radio and its streams is strong.
It would be wrong to conclude that people never come back to broadcast once they find their way to digital pureplays at work. It is important to remember that the pureplays aren’t perfect listening experiences. They can deliver unsatisfying music selection and repetitive commercial inventories. Many of those who listen to digital pureplays at work today recognize the additional benefits of FM radio: people they like, the local community connection and, of course, no cost.
Radio’s advantages are clear. Listeners appreciate the value of broadcast radio: its emotional, personal and local connection. These at-work listeners can also provide an incredible opportunity for advertisers to share information or promote deals about products/services available in the local area. Radio works … while listeners are at work.