Buyers: Streaming is radio’s best hope
Rate it as the technology offering the greatest promise for the medium
June 16, 2016
By the editors of Media Life
This is one in a number of stories on radio in Media Life’s ongoing series “The new face of radio in America,” examining all the changes taking place in the medium. Click here for earlier stories.
This will come as absolutely no surprise to anyone, but it’s worth noting nonetheless.
People who buy media think streaming holds the future for radio and is its great promise, no matter that so many in traditional continue to regard it as an unwanted interloper and refuse to add it to their offerings.
That’s according to a recent Media Life poll on the state of radio.
Over a third of respondents, 37 percent, ranked streaming the top technology.
Moreover, they rated streaming far ahead of all other media technologies.
“It is the future,” wrote one buyer. Another noted it offers an “extension of the local station and a competitor to Pandora,” the No. 1 streaming service.
“Listeners want greater control of their listening experience,” wrote another respondent.
Media Life readers also gave streaming the highest marks for making radio more attractive for advertising.
Asked to rate each technology as to whether it made radio more or less attractive, readers were given three choices, more attractive, less attractive or neither.
Readers gave streaming a 65 percent more attractive rating, versus 6 less attractive and 29 percent neither.
Ranking the other technologies on their promise, from programmatic to big data to HD, the No. 2 choice was better measurement at 23 percent.
Why measurement? “So people /clients can see radio works,” wrote one respondent.
Better measure also came in as No. 2 ranked as making radio more attractive to advertisers, with a 53 percent positive rating.
But probably what’s most interesting in the survey results was the low ratings other technologies got.
Just 7 percent rated programmatic buying as a promising technology, even though many in the industry believe it will have a huge impact on radio and radio sales.
Big data got just 3 percent.
Both were well behind HD radio at 13 percent.
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