The following summarizes some key radio marketing trends that FMR Associates has been tracking since the mid-90's - including advertising visibility and contesting attitudes. These findings represent an analysis of more than 85,000 radio listeners from various studies, conducted among a cross-section of markets over the past several years. Results for the 2007 column are further broken out by major audience format categories. With a sample size this large, even a 1% difference is significant. Findings for each report year include all data obtained in studies since the previous report year.
Methods of Referral - When we record how listeners refer to screening stations in our surveys, references to exact digital frequency continue to rise (from 58% to 60%), while call-letter references continue to decline (from 28% to 13%). References to stations by some "other" means are also rising (from 14% to 27%) - including alphanumeric references (such as "B-92" or "The Edge 107") or station "names" (such as "Star" or "The Point"). As we have found in previous years, these results vary significantly by format.
Hot AC (62%) and Rock (67%) listeners are especially apt to refer to exact frequency. Most of the rest of Hot AC listeners use some "other" reference (35%), while most other Rock listeners are divided between call-letters (14%) or some "other" reference (19%). In line with overall patterns, more Country listeners use exact dial location (56%) rather than call-letters (6%) or "other" reference (37%). Oldies/AC listeners, meanwhile, are nearly evenly divided between call-letters (32%), frequency (35%) or some "other" reference (34%). Spanish radio listeners, meanwhile, are most apt to use some "other" form of reference (55%) – typically station "names" (like "La Buena," "La Caliente" or "Lobo") -- with the remainder using frequency (45%).
