HBG Media Minute: Music, the Lifeblood of Radio
What do you want to hear when you reach for the radio button in the morning? We have explored this question through our recent national radio study here at Harker Bos Group. Among the audience of nearly 900, we found out that music is indeed the top reason that people are drawn to their radio stations. Let’s dive into the results to find out more.
We started off the survey by asking people if they listen to the radio in the morning.
Graph 1 (below): Do you listen to the radio in the morning?
We received 89% of people saying they listen to radio in the morning. Without any doubt, radio has been, and still is, the magic glue that connects more of us than anything else, especially in the morning. It lifts us out of our grogginess and eases us into a brand-new day.
We further asked the audience to rate things they might hear on a morning show using a 1-5 scale, with 1 being not important at all and 5 being very important. The options given to this question were of a rich variety to cover all possible radio topics. Below are the results.
Graph 2 (below): Rate the importance of the following things you might hear on a morning show. (1-5 scale)
Here comes our winner! Music has beaten all other contestants with a proud 79% score, telling us it is the top reason people listen to radio.
Weather reports comes in at second with a score of 51% and is closely followed by traffic updates with a score of 46%.
There you have it; the majority of respondents enjoy listening to radio in the morning (89%), and most audience’s hearts prefer to be nourished by melodies of music over mundane updates such as weather and traffic (79%)! It’s safe to say that this is still very much the prime era for radio stations to provide quality content for their loyal listeners and music lovers.
Market researching in radios and TV is our specialty and passion here at Harker Bos Group! Reach out to Harker Bos Group today, so we can help you devise a plan to maximize audience growth and enhance your station’s brand.
Study conducted in August-September 2022.
- 870+ Respondents
- Ages 18-44
- 10+ Markets in the U.S.
This study is part of our monthly Radio and Television research project called “HBG Media Minute”. It consists of monthly research studies that we conduct across the US and looks at between 500-2000 respondents in each study. We look forward to sharing our research each month at https://harkerbos.com/category/hbg-media-minute/.