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The All-Audio Listening Landscape

The BPR Team

• 80% of adults 18+ listen to radio on a daily basis.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

• Of these:
  • 66% will use another form of audio on a daily basis.
  • 99% will use another form of audio on a weekly basis.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

• When not listening to radio between 6am and 6pm weekdays, most radio listeners are listening to something else.

 

• 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.

 

• Radio dominates time spent listening with radio listening accounting for around 75% of total time spent listening by all people, to all audio.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

 

Why music radio listeners leave radio for other forms of audio

• Of those radio listeners routinely leaving radio for other forms of audio just over 40% leave for a music related reason.

 

• 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.

 

• In effect, radio stations “push” listeners to other forms of music delivery, rather than competitive platforms “pulling” listeners from radio.

 

• This “push” effect is most pronounced amongst people aged 25-39.

 

• This finding challenges many existing paradigms about the effect of music platforms on radio.

 

• Principle areas of “push” include:
  • Too many interruptions to the music
  • The music of the station being perceived as too repetitive.
  • A particular song the listener hates.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

 

Why music radio listeners return to radio from other forms of audio

• The good news is that radio listeners who leave radio for other audio sources, return to radio.

 

• It is not unusual for radio listeners to transit between radio and other forms of audio 3 times per day.

 

• Music plays a significant role in why radio listeners return to radio, particularly from music streaming services.

 

• 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.

 

• Radio distinguishes itself most when providing a combination of music plus content and live personality.  This “package” is a compelling value proposition to radio listeners.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

 

What It All Means

• The evidence is very clear:
  • Music continues to play a key role in the expectation of radio listeners.
  • 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.

 

• The right songs in the right combination (mix) without unnecessary interruptions is what radio listeners want.

 

• 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.

 

• Key to achieving the correct mix of music to a radio station’s target market is knowing what songs they like the most and just as importantly, which songs they dislike or are finding annoying.

 

• 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.

 

• It is not unreasonable to suggest that music radio stations who get their music testing regime right will prevail while those that don’t will inevitably fail.

 

Source: BPR Strategic Study. March – May 2021. Copyright 2021.

About the Study

Composite of data collected across 7 markets covering Europe and Australasia
N = 8,033 respondents aged 14 to 69
Fieldwork conducted between 1st March and 30th May 2021
Methodology online

If you would like further information on this study please contact Wayne Clouten at wayne.clouten@bprworld.com

 

BPR: A World Leader in Music Testing

No other research organisation has tested music in more countries, across as many formats and for as long as BPR.

Myradiotest.com (MRT) is BPR’s music research platform based in Vienna.  MRT provides music testing solutions across the globe with staff and representatives based in Vienna, London, Berlin, Moscow & Sydney. No project is too large or too small.

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.

OFFER 1: ADULT CONTEMPORARY PACKAGE

Complimentary 400 song back catalogue music test for every 10 weekly music tests booked by 30^th November 2021 for services delivered between 1^st September 2021 and 30^th June 2022.

Offered limited to total of 4 packages.

OFFER 2: WEEKLY MUSIC TEST PACKAGE

3 weekly music tests for the price of 2 if booked by during 30^th November 2021 for services delivered between 1^st September 2021 and 30^th June 2022.

Offered limited to total of 6 packages.

OFFER 3: BACK CATALOGUE PACKAGE

Test 800 songs for the price of 400 songs if booked by during 30^th November 2021 for services delivered between 1^st September 2021 and 30^th June 2022.

Offered limited to total of 3 packages.

 

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.

Martin Kopp
m: +43 676 5510374
@: martin.kopp@myradiotest.com

 

General Enquiries:

 

Conditions:

Excludes costs related to recruitment of panel, completion incentives and music hook production.

Fees must be fully paid in accordance with MRT’s trading terms at time of using bonus entitlement.

Offers not cumulative.