• by Jack Loechner , Staff Writer @mp_research, June 2, 2005

A recent analysis of "radio myths," by the Radio Advertising Bureau, seeks to dispel radio issues that they suggest are "misunderstood, exaggerated, or underestimated." Some of the timely findings that indicate otherwise are excerpted here, with a link to the full text PDF reference guide.

Clutter

• A Harris Nesbitt Study found that spot loads on Radio had been reduced by 13% in the top 10 markets since October, 2004
• Consumers perceive TV to have more commercials than Radio, according to an Arbitron/Edison Media
• Listeners prefer more frequent and shorter breaks, with 57% voting for three breaks of four spots over two breaks of six spots
• Two studies from early in 2005 revealed that Clear Channel listeners noticed fewer commercials, shorter commercial breaks, and more music
• The Navigauge Study confirms that with shorter commercial breaks roughly 80% of the qualified audience was still listening after the second commercial, and 70% still listening after the third spot

Not Innovative/Not Cool/Fearful/Slow To Change

• WUSN-FM will broadcast separate programming on second channel using HDRadio technology
• K-ROCK, NY streaming a niche version of its broadcast format
• Clear Channel webcasting videos of specially produced concerts on station site
• Simulcast Streaming at work
• Listeners can tune in to local FM radio via their mobile phones while simultaneously receiving interactive information and graphics synchronized with the broadcast
• Premier Radio Networks offers podcasts of nationally syndicated shows         

Youth Market

• A Kaiser Family Foundation Study reports that 74% of 8 to 18 year olds listen to the Radio, more than listen to a CD, tape, or MP3 player
• 84% of 8 to 18 year olds have a Radio in their bedroom, more than have a TV or a computer
• Over one-third of 12 to 24 year olds noticed stations playing fewer commercials and shorter breaks in the Arbitron/Edison Media Spot Load Study 

Creative

• Mercury Awards have encouraged and rewarded Radio creative excellence
• The 2005 Cannes Advertising Festival added Radio as a category
• The Wirthlin Study revealed that radio ads work best when they are compatible with their surroundings and are format- and lifestyle- specific         

Not A Branding Medium

• The report cites Motel 6, Budweiser, On Star, Snapple, Mt. Sinai and AT&T as refuting examples               

Declining Listenership

• Radio reaches 94% of the population; over 228 million unique listeners
• Total number of listeners has consistently grown each year
• According to the Veronis Suhler, consumers are spending more hours per year with Radio than other media

Commercial Length

• The Burke Study revealed that creative, well-executed, relevant spots, not necessarily length, generate strong recall.
• A significant number of 30- and 15- second commercials had recall scores equal to or greater than many 60-second commercials         

Schedule Integrity

• Over 25,000 invoices monthly are delivered electronically from the rep firms and the station traffic systems, vs. only 1,000 in 2003
• Fox Network-24/Clear Channel study shows unique, serialized campaign demanded accurate implementation of the schedule

Read more in the PDF text file.