The radio trade media is reporting the latest American Media Service index survey as very positive news and certainly there's a lot of data to support that we may be a bit like a blacksmith in 1900, bragging that the majority of his customers are still using horses to get around.
"52% of respondents keep listening when commercials air" is being reported as great news.
How many minutes of commercials did they think their favorite music station airs an hour? 13, and 45% either change or turn off the radio when commercials come on. 41% said they are back listening within two minutes, which makes you wonder if they'd leave in the first place if we simply cut commercial loads back to nine minutes.
Would they listen to more radio if there were fewer commercials? 68% would and 70% said they’d like to hear more music. Only 45% say they’d like to hear more local news and 38% want more national news. Just 17% said they’d like to hear more talk from air personalities.
Here is the good news as I read it: we have known what it would take to make them listen more for years. When we're not playing music, we need to be simply great, every time.
So, why would we want to add ANY more commercial clutter, permit news to be done in the same old ways or air personalities to say the same predictable and boring things? The bad news, of course, is that the majority of radio stations are doing exactly that.
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