Radio Navigates the Digital Revolution © Jacobs Media 2018 Methodology • 567 radio stations in the U.S. & Canada • N = 64,289 • Interview dates: January 16 - February 26, 2018 • Most respondents are members of station databases. Some responses were gathered via station websites and/or social networking pages. • All responses were collected online and weighted using Nielsen 2017 market populations data. • This is a web survey and does not represent all radio listeners or even each station’s audience. It is not stratified to the U.S./Canadian populations. @fnjacobs | #TS2018 Demographics Age Gender Prefer Not 35-44 To Say Male 16% 2% 41% 25-34 18-24 45-54 10% 3% 29% 65+ 13% 55-64 Female 29% 58% @fnjacobs | #TS2018 Generations Gen Z 1% Silent 3% Millennials Gen Z (born after 1996) 15% Millennials (born between 1981-1996) Gen X 36% Gen X (born between 1965-1980) Baby Boomer (born between 1946-64) Boomers Silent Generation (born before 1946) 45% @fnjacobs | #TS2018 Format Composition Urban AC 4% Alternative Rhythmic Urban 4% AAA 2% 1% Variety Hits AC 1% 6% Sports Other 6% 1% Classic Hits 6% Classic Rock Rock 18% 7% Hot AC 7% CHR News/Talk 9% 15% Country 14% @fnjacobs | #TS2018 Total TS 2017 8% 15% 11% 21% 22% 23% ** 44% ** 58% 64% 63% 66% 68% 86% 87% 91% ** @fnjacobs | #TS2018 Total TS 2017 7% 12% 15% 14% 17% 18% 9% 19% 22% 17% 23% 25% 25% 44% 48% 41% 75% 91% @fnjacobs | #TS2018 Why AM/FM Radio? Music & Personalities, But Also Easy to Listen In-Car, Free and Powerful Emotional Benefits Easiest to listen to in car 69% Hear favorite songs/artists 60% It’s free 60% DJs/Hosts/Shows 58% In the habit of listening 50% Like to work with radio 50% Feel a connection w/ radio 49% Keeps me company 45% To be informed about the news 41% What’s going on locally 38% Get in a better mood 37% To be informed in an emergency 37% Enjoy talk shows 32% Escape pressures of everyday life 30% Discover new music/new artists 29% Weather 29% Traffic 27% Music surprises 24% Charitable/community events 21% Sports 16% To win prizes 14% 0% 20% 40% 60% 80% 100% Among those who listen to AM/FM radio, % who say this is a main reason they listen @fnjacobs | #TS2018 Radio’s Local Orientation Continues to Stand Out As One of Its Primary Advantages % Agreement (Strongly Agree + Agree) Don't Know 1% TS 2018 84% Strongly Disagree Strongly Agree TS 2017 79% 1% 43% TS 2016 77% Disagree 2% Male 85% Female 84% Neutral Gen Z 75% 11% Millennials 83% Gen X 84% Boomers 85% Silent 82% Caucasian 85% Agree Hispanic 85% 41% African-American 83% Asian 88% 0% 20% 40% 60% 80% 100% “One of radio’s primary advantages is its local feel” @fnjacobs | #TS2018 Past Year AM/FM Radio Listening Momentum Remains Strong TS 2017 TS 2018 Same - Same - Not a Lot More Not a Lot More 13% 17% 13% 17% Less Less 10% 10% Same - A Lot Same - A Lot 60% 60% Among those who listen to AM/FM radio @fnjacobs | #TS2018 Music Streaming Services (Pandora, Spotify, Etc.) Are the Main Reasons For Listening Less to AM/FM Radio Too many commercials 39% Repetitive music 36% Lifestyle change 34% More Pandora/Spotify/streaming services 33% Less time in a car 31% Using a mobile phone/apps more 29% Personal music (MP3s, CDs, vinyl, etc.) 27% SiriusXM satellite radio 27% Not enjoying programming 25% Annoying talk shows 23% Too much DJ talk 19% More time on the Internet 19% Limited/no access to AM/FM radio 17% More time with podcasts/on-demand audio 15% Watching more TV, videos, etc. 14% News is depressing 13% More time with in-car media system 12% Other audio on smart speakers 11% Not enough local information 5% 0% 20% 40% 60% Amo

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