Over-the-Air Radio Dominates —
Complemented by Streams

It doesn’t matter what state or city you are in or even the street you are on, smartphones are everywhere.  Smartphones have become an item that you can’t be without.  Think of the last time you forgot your phone.  Did you get that sick and almost lost feeling, like you were disconnected from everything?  It’s even harder when you live in a city where you commute using public transportation?  You have no choice but to read the signage on the bus or trains and even worse, look at people!!  Yikes.

OK, well maybe that’s a bit extreme, but I’m certain that brought at least a chuckle!  The point is that the smartphone doesn’t replace everything in a consumer’s life, but it does complement it.  Similarly, streaming or online radio complements broadcast radio.

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Complemented by Streams”

Men are Shopping, Buying and Listening

In recent years there have been studies and articles about millennial males and the increasing impact they have on purchases for everything from food to personal care.  While this may be true, it is because the role that men play in today’s American families has changed and continues to change.

According to Pew Research Center, “fathers today who live with their children are taking a more active role in caring for them and helping out around the house. And the ranks of stay-at-home and single fathers have grown significantly in recent decades.” The number of stay-at-home fathers varies based upon the source, ranging anywhere from 215,000 to 1.3 million.  Anecdotally, we all know that the number continues to grow – we hear about it more and more from friends, colleagues and family members.

This post is not intended to focus solely on stay-at-home dads, but to highlight how efforts to reach the male audience today has changed and is reflective of the shift in their role at work, at home and with family.  In the U.S. today there are nearly 120 million men 18 and older. So here’s what you need to know.

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Radio Reaches a $1.3 Trillion
Consumer Segment

Previous posts have focused on radio’s diversity – its diversity of music, formats and ability to reach different age groups. Radio also reaches a diverse audience – general market, Hispanic and Blacks/African-Americans.

According to African-Americans: Demographic and Consumer Spending Trends, a report released by Packaged Facts, African-American buying power grew 27% to $1.3 trillion – from 2010-2015. That buying power is forecast to grow 16% from 2015-2020.

While many pieces focused on Blacks/African-Americans’ rise during Black History Month, it’s important to note that this is a powerful consumer segment that should be reached for more than just that period of time. Read on to learn about some of the powerful ways that radio reaches this target audience.

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Consumer Segment”

There’s Something for Every Ear

“I’m a purple person.”  “I prefer basic black.”  “I like to wear bold colors.”  People have distinctive tastes and preferences when it comes to clothing or accessories.  These preferences are personal, similar to that of radio listening, and similarly, music choice.

A researcher at Heriot-Watt University in the U.K. studied over 36,000 participants’ ratings of 104 music styles and found a direct correlation to their personalities.  The study showed that heavy metal music fans are normally calm and comfortable around others, while classical music lovers are often shy and creative.  Hard-working and outgoing would be words to describe pop and country music listeners.   The relationship between radio and the listener has always been an emotional one but what they listen to is not just personal, it is an extension of who they are.

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Mom Knows Best, Best to Know Mom

 

Any way you slice it, U.S. moms are a massive group of passionate and loyal consumers who are decision-makers, multi-taskers, media junkies and have a collective buying power of more than $2.5T.

Not all moms are alike. There are stay-at-home moms, work-from-home moms, working moms, new moms, moms of older children and late bloomer moms, just to name a few. Generally speaking, moms are women who are making purchasing decisions not just for themselves but for the entire household. They are the consummate multi-taskers; they are socially active and aware; they value their time with family and their time alone or with friends; and they are constantly on-the-go.

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The Personality Connection

In case you missed it, read this commentary on youth and radio personalities.  Despite what some may think about youth and their communication via texts, half sentences, pictures and emoji’s, the human voice is still important.  And not just any voice, but the voice of a broadcast radio personality.

If you overheard a conversation and someone was referencing Mike and Patti, Letty B., Tad and Melissa or Ana Alicia, you might think that they were mentioning the names of friends.  Well, you are close. The names listed here are of those that seem like a friend to people on a daily basis – at least to listeners.  These are just some of the names of broadcast radio on-air personalities.

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