And it all comes down to the young versus the old. NuVoodoo has released its 12th Ratings Prospects Study which shows some good news for radio, as well as some not-so-good news. NuVoodoo says the study was conducted this past June and involved over 3,000 radio listeners between the ages of 14 and 54. Here is what they uncovered…
Radio is neck-and-neck with YouTube as the primary source for music discovery by U.S. consumers, according to the study. However, that varies quite a bit when you break it down by demos. The edge for FM radio is based on Adults 35-54. When you look at the kids things change. Among the 14-24 year-olds sampled, FM radio falls to third place as the primary source for music discovery, behind YouTube and Spotify.
NuVoodoo Media Services President Carolyn Gilbert said, “New technology has changed the new-music playing field forever. But radio doesn’t have to go quietly into the night. Radio is an amazing curation service (we spend mightily in dollars and person-hours in picking songs and building playlists) – and there’s huge value in that service. Stations can build that part of their branding with greater transparency and well-organized efforts to get feedback from listeners.”
Leigh Jacobs, Executive Vice President, Research Analysis, NuVoodoo Media Services, said, “While free, instant access to new music on YouTube has become addictive for younger people; the good news is that their eyes and ears are available on YouTube. That means there are powerful ways to employ YouTube to get your messaging to these young consumers – especially if you can package your message with content they’d be interested in viewing/hearing. It’s the perfect place to showcase your in-studio live recordings and other original content.”
NuVoodoo is hosting a series of free webinars on music discovery beginning Wednesday, September 5. Register HERE.