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Radio Research Project Says Michigan Listeners Value Local Broadcasters

The Michigan Association of Broadcasters commissioned a research program to learn more about the attitudes and perceptions of Michigan listeners and their thoughts about emerging technologies. Several key topics were explored in the study which was designed and conducted by the Communication Research Institute of East Lansing. CRI is a nationally recognized consumer and opinion research firm.

Click HERE for a summary of the Radio Research Project.

Here's what researchers discovered:

Listening Time
The amount of time people spend listening to local radio has held steady in the past year and is expected to remain just as strong next year. The typical Michigan listener spends three hours per day listening to a local radio station. 79 percent of the people surveyed said they have spent as much or more time listening to local radio in the past year, and 95 percent said they would spend as much or more time listening in the next 12-month period.

In contrast, the typical amount of time spent listening to alternative technologies is approximately 45 minutes per day.

Programming
Michigan listeners give high marks for the music choices they enjoy on local radio stations. Listeners not only enjoy the variety of music they receive from local radio stations, but recognize that local stations play music that is in touch with the distinctive sounds of their community. The vast majority of the people surveyed said that music was a key factor in determining their favorite station.

Listeners recognize that local radio provides valuable information they need, whether it's news, weather, traffic reports, school closings, or information about concerts and community events. People surveyed depend on local radio stations for information they need to stay in touch, informed and involved in their communities.

Opinions About Favorite Stations
Nine out of ten people surveyed identified a favorite radio station. People cited music as a strong factor for choosing a favorite station, followed by information received and personalities. Michigan listeners have strong loyalty to their favorite stations and feel their station performs a vital service for the community.

Emerging Technologies
Only 8 percent of the people surveyed have a satellite radio. Of those who have access to satellite radio, average daily listening time is about 45 minutes. Half of the listeners with a satellite radio say they do NOT always get good reception. 83 percent of the satellite customers surveyed said they would drop the service if their favorite music channels started playing commercials. About one in four Michigan adults spends about 30 minutes per day listening to Internet radio on their computers. One in five adults has a personal player, with average daily listening time of 45 minutes.

Conclusions
A common theme that emerged throughout the research is that Michigan listeners view radio as a "high-touch" medium that leaves its fingerprints throughout the community. Listeners place high importance on unique local content they know they cannot get from newer, "high-tech" competitors, whether it's music that reflects the sounds of the city, local information, or personalities who are often viewed as part of their extended family.

Michigan listeners clearly recognize that local radio provides distinctive programming that matters in their lives and will continue to make a difference where they live and work.