As more and more listeners spend time with digital audio, the role of AM/FM Radio is questioned. However, according to a new study, the medium is still a strong one, especially with women.
New metrics released by Westwood One’s Audio Active Group shows that a study of 1001 women between 15-64 shows that 46% said they “love” their favorite AM/FM Radio station. While 51% said they “love” their mobile phone as the top vote-getter, terrestrial radio came in second.
Traditional radio eclipsed Amazon (43%), Netflix (40%), Apple (26%), Spotify (26%) and TikTok (24%) among other strong digital audio and video brands. Radio, however, dropped to 22% when respondents were asked about their love of the medium in general and not their favorite specific stations.
While the study shows women “love” radio, they admitted in their responses that the medium doesn’t often mesh with the busy lifestyle they currently live between family, relationships, and living a healthy lifestyle.
Also, nearly 60% of women agreed that “Today’s music is not as good as it was years ago.” Another factor of decreased listening is that women find the number of commercials unbearable and believe many ads are “annoying.”
