Broadcast Radio Continues to Deliver a Strong Audience Despite Growth of On-Demand Audio

Broadcast Radio Continues to Deliver a Strong Audience Despite Growth of On-Demand Audio

National Radio Execs Speak at Las Vegas Research Presentation

LAS VEGAS, June 27 /PRNewswire/ -- Despite the growth of on-demand media from sources such as satellite, streaming Internet and iPods, radio in general is growing. How America Listens to Radio, a 2005 Arbitron study, shows that while the number of AM stations has remained constant over the last 20 years or so, the number of FM stations has nearly doubled to 13,838 over 80 percent of which were commercial stations.

Radio reaches more that 94 percent of the U.S. population each week; a number that has remained relatively steady despite a growing number of consumer media options including satellite, streaming Internet and iPods.

And another 2005 Arbitron study titled, Internet and Multimedia 2005, The On-Demand Media Consumer, notes that traditional music listening amounts to 2 hours and 33 minutes compared to an average of 2 hours and 48 minutes for those who listen to on-demand content. That's a difference of only 15 minutes.

"How many of you can think back to your favorite radio station when you were growing up?" asks Rob Winston, senior account manager for Radio Station Services at Arbitron, of about 100 media buyers, radio employees and marketing/PR professionals gathered to attend a research presentation that took place Thursday in Las Vegas.

About two-dozen hands were thrust in the air as the adult audience members identified their favorite way-back stations from points around the U.S. by call letters and remarkably even taglines. Winston also offered up his favorite.

"People have radio stations that they identify strongly with, that they develop a strong emotional connection with," notes Winston. "And this is one of the strengths of radio. You don't generally hear people talking about their favorite television station."

It's all about making personal, emotional connections with radio listeners, suggests a 2004 study titled, Personal Relevance, Personal Connections: How Radio Ads Affect Consumers, conducted by Wirthlin Worldwide for the Radio Ad Effectiveness Lab, a radio industry funded independent organization. The study concludes that radio stations are 'cult' brands. The core audience are loyal listeners. That creates a virtual community that identifies with and relates to the lifestyle and values expressed by the personalities and the listeners on the air.

Other highlights from the Wirthlin study include: * Radio listening is a one-on-one and emotion-driven experience, and listeners believe that both the medium and its advertising are more relevant to them (compared to television and newspapers). * Consumers see television and newspapers as being designed to satisfy the masses, but radio is where they turn to get gratification of their personal wants and needs. * Consumers believe their radio programs carry ads that are appropriate for them as individuals, and listeners are therefore more ready to react at an emotional level-if the advertisement is well suited for that program's context. * The ability of radio advertising to make personal, emotional-driven connections with listeners helps explain why radio can be so effective when the advertising is done well and placed appropriately.

With its eight stations and three formats, Las Vegas-based Highway Radio is one example of a broadcaster that has been able to establish high-quality connections with its listenership through well-developed content. It's broadcast territory is unique-it covers a tri-state area of 44,000 square miles and focuses almost exclusively on highway drivers with Las Vegas and Laughlin, Nev. destinations.

Most of our listening audience is going to make a decision about their Las Vegas or Laughlin experience during their drive," notes Judy Robinson, vice president of sales and marketing for Highway Radio. "They may be looking for a room, a show or a place to eat. But they also want traffic, weather, news and entertainment updates. We give them all of that plus three distinct music formats. There is no way on-demand audio can even touch us with the type of individualized content we offer. And our advertisers understand that very well.

In addition to Vowinkle and Winston, Lovlyn Corbett, national account manager for Advertising Agency Services at Arbitron, also spoke at yesterday's research presentation. The event was sponsored by Las Vegas-based Highway Radio and the local chapter of the American Marketing Association.

Contact: Judy Robinson, VP Sales & Marketing, Highway Radio (702) 737-9899 or 308-3633 (cell)

Source: Highway Radio

CONTACT: Judy Robinson, VP Sales & Marketing of Highway Radio, +1-702-737-9899, or cell, +1-702-308-3633

Web site: http://www.highwayradio.com/

------- Profile: Ent