{"id":3152,"date":"2021-06-10T13:52:50","date_gmt":"2021-06-10T03:52:50","guid":{"rendered":"http:\/\/www.bprworld.com\/?p=3152"},"modified":"2021-08-31T18:13:40","modified_gmt":"2021-08-31T08:13:40","slug":"the-all-audio-listening-landscape-2021","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/the-all-audio-listening-landscape-2021\/","title":{"rendered":"The All-Audio Listening Landscape"},"content":{"rendered":"<p><em>The BPR Team<br \/>\n<\/em><\/p>\n<ul>\n<li>80% of adults 18+ listen to radio on a daily basis.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-3156 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph4.png?resize=467%2C288\" alt=\"\" width=\"467\" height=\"288\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph4.png?resize=300%2C185 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph4.png?w=736 736w\" sizes=\"auto, (max-width: 467px) 100vw, 467px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<ul>\n<li>Of these:\n<ul>\n<li>66% will use another form of audio on a daily basis.<\/li>\n<li>99% will use another form of audio on a weekly basis.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\" wp-image-3171 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph5-1.png?resize=480%2C288\" alt=\"\" width=\"480\" height=\"288\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph5-1.png?resize=300%2C180 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph5-1.png?w=750 750w\" sizes=\"auto, (max-width: 480px) 100vw, 480px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<ul>\n<li>When not listening to radio between 6am and 6pm weekdays, most radio listeners are listening to something else.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>The majority of listeners listen to an average of 3 sources of audio per day and use between 2 and 3 devices to listen with on a daily basis.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Radio dominates time spent listening with radio listening accounting for around 75% of total time spent listening by all people, to all audio.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-3188 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph6.1.png?resize=482%2C320\" alt=\"\" width=\"482\" height=\"320\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph6.1.png?resize=300%2C199 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph6.1.png?resize=768%2C510 768w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/graph6.1.png?w=796 796w\" sizes=\"auto, (max-width: 482px) 100vw, 482px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Why music radio listeners leave radio for other forms of audio<\/strong><\/p>\n<ul>\n<li>Of those radio listeners routinely leaving radio for other forms of audio just over 40% leave for a music related reason.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>The decision to leave radio is mainly driven by a dissatisfaction with something the radio station is doing, not that another form of audio platform is considered necessarily better.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>In effect, radio stations \u201cpush\u201d listeners to other forms of music delivery, rather than competitive platforms \u201cpulling\u201d listeners from radio.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>This \u201cpush\u201d effect is most pronounced amongst people aged 25-39.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>This finding challenges many existing paradigms about the effect of music platforms on radio.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Principle areas of \u201cpush\u201d include:\n<ul>\n<li>Too many interruptions to the music<\/li>\n<li>The music of the station being perceived as too repetitive.<\/li>\n<li>A particular song the listener hates.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-3153 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph1.png?resize=690%2C386\" alt=\"\" width=\"690\" height=\"386\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph1.png?resize=300%2C168 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph1.png?resize=768%2C431 768w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph1.png?w=978 978w\" sizes=\"auto, (max-width: 690px) 100vw, 690px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Why music radio listeners return to radio from other forms of audio<\/strong><\/p>\n<ul>\n<li>The good news is that radio listeners who leave radio for other audio sources, return to radio.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>It is not unusual for radio listeners to transit between radio and other forms of audio 3 times per day.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Music plays a significant role in why radio listeners return to radio, particularly from music streaming services.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Radio listeners develop issues of dissatisfaction with music streaming services in a similar way to radio. The issue for music streaming services being more about boredom rather than songs they dislike.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Radio distinguishes itself most when providing a combination of music plus content and live personality.\u00a0 This \u201cpackage\u201d is a compelling value proposition to radio listeners.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-3154 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph2.png?resize=678%2C375\" alt=\"\" width=\"678\" height=\"375\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph2.png?resize=300%2C166 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph2.png?resize=768%2C426 768w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph2.png?w=993 993w\" sizes=\"auto, (max-width: 678px) 100vw, 678px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>What It All Means<\/strong><\/p>\n<ul>\n<li>The evidence is very clear:\n<ul>\n<li>Music continues to play a key role in the expectation of radio listeners.<\/li>\n<li>While music alone is not the primary reason adult radio listeners return to radio it is certainly an essential ingredient forming the canvas upon which the radio listening habit is written.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>The right songs in the right combination (mix) without unnecessary interruptions is what radio listeners want.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>If a radio station delivers the right mix of music to their listeners, most will either not leave your station or at least spend more time with your radio station.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Key to achieving the correct mix of music to a radio station\u2019s target market is knowing what songs they like the most and just as importantly, which songs they dislike or are finding annoying.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Only with this knowledge can a music radio station manage its music in order to optimise listener retention in the face of over-whelming alternative choices for music.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>It is not unreasonable to suggest that music radio stations who get their music testing regime right will prevail while those that don\u2019t will inevitably fail.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"wp-image-3155 aligncenter\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph3.png?resize=681%2C413\" alt=\"\" width=\"681\" height=\"413\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph3.png?resize=300%2C182 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph3.png?resize=768%2C466 768w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/graph3.png?w=974 974w\" sizes=\"auto, (max-width: 681px) 100vw, 681px\" \/><\/p>\n<p style=\"text-align: center; font-size: 17px;\"><em>Source: BPR Strategic Study. March &#8211; May 2021. Copyright 2021.<\/em><\/p>\n<h4><\/h4>\n<p><strong>About the Study<\/strong><\/p>\n<p><em>Composite of data collected across 7 markets covering Europe and Australasia<\/em><br \/>\n<em>N = 8,033 respondents aged 14 to 69<\/em><br \/>\n<em>Fieldwork conducted between 1st March and 30th May 2021<\/em><br \/>\n<em>Methodology online<\/em><\/p>\n<p>If you would like further information on this study please contact <strong><em>Wayne Clouten<\/em><\/strong> at <a href=\"mailto:wayne.clouten@bprworld.com\">wayne.clouten@bprworld.com<\/a><\/p>\n<p>&nbsp;<\/p>\n<h4><strong>BPR: A World Leader in Music Testing<\/strong><\/h4>\n<p>No other research organisation has tested music in more countries, across as many formats and for as long as BPR.<\/p>\n<p>Myradiotest.com (MRT) is BPR\u2019s music research platform based in Vienna.\u00a0 MRT provides music testing solutions across the globe with staff and representatives based in Vienna, London, Berlin, Moscow &amp; Sydney. No project is too large or too small.<\/p>\n<p>Recognising the impact of COVID-19 on the radio broadcast industry MRT has tailored a number of music research solutions that present remarkable value for broadcasters at this challenging time.<\/p>\n<h5><strong>OFFER 1: ADULT CONTEMPORARY PACKAGE<\/strong><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3176\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?resize=93%2C93\" alt=\"\" width=\"93\" height=\"93\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?w=300 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?resize=150%2C150 150w\" sizes=\"auto, (max-width: 93px) 100vw, 93px\" \/><\/h5>\n<p>Complimentary 400 song back catalogue music test for every 10 weekly music tests booked by 30<sup>th<\/sup> November 2021 for services delivered between 1<sup>st<\/sup> September 2021 and 30<sup>th<\/sup> June 2022.<\/p>\n<p><em>Offered limited to total of 4 packages.<\/em><\/p>\n<h5><strong>OFFER 2: WEEKLY MUSIC TEST PACKAGE<\/strong><strong><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3177\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/music-review-Copy.png?resize=76%2C76\" alt=\"\" width=\"76\" height=\"76\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/music-review-Copy.png?w=300 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/music-review-Copy.png?resize=150%2C150 150w\" sizes=\"auto, (max-width: 76px) 100vw, 76px\" \/><\/strong><\/h5>\n<p>3 weekly music tests for the price of 2 if booked by during 30<sup>th<\/sup> November 2021 for services delivered between 1<sup>st<\/sup> September 2021 and 30<sup>th<\/sup> June 2022.<\/p>\n<p><em>Offered limited to total of 6 packages.<\/em><\/p>\n<h5><strong>OFFER 3: BACK CATALOGUE PACKAGE<\/strong><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3176\" src=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?resize=93%2C93\" alt=\"\" width=\"93\" height=\"93\" srcset=\"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?w=300 300w, https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/06\/catalogue-Copy.png?resize=150%2C150 150w\" sizes=\"auto, (max-width: 93px) 100vw, 93px\" \/><\/h5>\n<p>Test 800 songs for the price of 400 songs if booked by during 30<sup>th<\/sup> November 2021 for services delivered between 1<sup>st<\/sup> September 2021 and 30<sup>th<\/sup> June 2022.<\/p>\n<p><em>Offered limited to total of 3 packages.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>To take advantage of one of these offers or to enquire about a customised music research solution for your radio station contact Martin Kopp at MRT in Vienna.<\/p>\n<p><strong>Martin Kopp<\/strong><br \/>\nm: +43 676 5510374<br \/>\n@:\u00a0<a href=\"mailto:martin.kopp@myradiotest.com\">martin.kopp@myradiotest.com<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>General Enquiries:<\/strong><\/p>\n\n<p>&nbsp;<\/p>\n<p>Conditions:<\/p>\n<p><em>Excludes costs related to recruitment of panel, completion incentives and music hook production.<\/em><\/p>\n<p><em>Fees must be fully paid in accordance with MRT\u2019s trading terms at time of using bonus entitlement.<\/em><\/p>\n<p><em>Offers not cumulative.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The BPR Team 80% of adults 18+ listen to radio on a daily basis. &nbsp; [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3161,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/bprworld.com\/wp-content\/uploads\/2021\/08\/pexels-eren-li-7241540-scaled.jpg?fit=2560%2C1707","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3152","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/comments?post=3152"}],"version-history":[{"count":39,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3152\/revisions"}],"predecessor-version":[{"id":3204,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/posts\/3152\/revisions\/3204"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media\/3161"}],"wp:attachment":[{"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/media?parent=3152"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/categories?post=3152"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/bprworld.com\/de\/wp-json\/wp\/v2\/tags?post=3152"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}