Is anybody out there?

I’ve used radio recently to advertise promotions occuring at the same time the ads were played. They were very successful at driving 30-50 year olds to the promotion. There was some print and direct marketing done ahead of time which hopefully helped create the success with the radio spots.

But even with such evidence to the contrary, I have to ask, is anyone listening to radio these days? I see my wife and kids plugging their music players into the car’s auxillary input jack all the time. And when home, their music players are their source of background music. I’ve noticed coworkers streaming Pandora and other music websservices for music at their desks unless they are using their music players too. I just don’t see/hear people listening to local radio stations any more.

So I put out a survey to friends on Facebook asking

Do you listen to local AM/FM radio at work?

and I restricted them to selecting one of these two answers

Yes – I use a radio or pick up the station via the Internet

No – If I listen to music it’s my own music or streamed from the Internet

The results, while a very meager sample, seemed to confirm my thoughts. 2 – Yes, 9 – No. Most of the respondants are in the 30-50 age group and a good mix of male/female. Surprisingly, it was two of the youngest females that said they listen to local radio.

I’m thinking I’m just not looking in the right places, at the right time, with the right group of people.

I’m thinking I need to look into this a little more.

Comments

Is anybody out there? — 2 Comments

  1. I’m not at all surprised by the percentage of your results, but the fact that two of the youngest respondents listen to local radio strikes me as odd. Perhaps the sample size is part of the problem — do you mind if I broadcast your poll a little farther?

    I can think of a few variables that might have a substantial influence on participation in local radio. For instance, working for a company that serves a local or regional market almost exclusively; living in a region that houses more than a handful of one’s immediate family; or even being an avowed “localist” — an ideological commitment which is entirely voluntary.

    We need more data, sir, more data!

    • It’s my hope that the survey will be participated in by as many of the “locals” as possible. If there are more folks from outside the area then, in a larger sampling, there would still be some essence of a behavior indicator.