Burns: Millenials Don’t Hate Radio


Another teaser from Alan Burns and Associates about new data they are releasing this week. Burns and Associates and Strategic Solutions Research say the data they have compiled show 87% of millennial women look forward to listening to radio, and 79% feel there’s a local radio station that really understands them. In addition to the Burns research, Radio Ink Magazine is highlighting millenials across the country who have happily decided to make a career out of radio. That feature begins with the issue of Radio Ink out this week.

Back to the Burns data. Alan Burns says his company interviewed over a thousand women born between 1982 and 2002, and 57% of them have a radio station they love. “Millennials are very tech-savvy and when you ask them about radio in general, you’re talking about technology that feels dated to them, so you get a weaker response. But when you narrow it down to specific radio stations, you find a huge store of affection and connection.”

Strategic Solutions Research EVP Hal Rood notes that “a lot of brands would love to have the level of engagement that women have for their favorite radio station. This study reveals how women rate radio not only compared to other purely online music services but also other major brands in their lives. We think the results will surprise most people.”

The study, titled “What Women Want 2017 – Insights into Radio, Music, and New Media” surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pureplay music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for this Thursday (Feb. 16) at 2 p.m. Eastern/11 a.m. Pacific.

You can register for the free 30-minute webinars HERE


  1. Great point, DF — it’s one I’ve been making for years, as industry types have continued to incessantly tout the consistent low-90-something percentage reach … but always somehow seem to neglect to mention simultaneously plummeting TSL. I love radio … but constantly saying it reaches 92 percent of Americans every day is wearing out.

  2. What about TSL (time spent listening) among millennials? It’s one thing to not hate radio, but another thing to spend time not-hating it.


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