Radio, I’ve Got Your AI (Audience Intelligence) Right Here

Radio, I’ve Got Your AI (Audience Intelligence) Right Here

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There’s lot of talk about AI everywhere you go in tech. Artificial Intelligence is simply the ability to predict behavior, based on learned data and bias. Its how tech corporations, automobile manufacturers, smart orators, e-commerce locates, and other web-based companionships study our action to suggest brand-new things for us to buy, sits for us to visit, and ways to spend our money.

It goes back to that saying, “In God we trust. All others must raise data” breathed by statistician and consultant, W. Edwards Deming. And of course, he was right.

And data has become even more important as radio segues from playing against a knot of other terminals in your marketplace to going up against more daunting challengers- satellite radio, streaming pure-plays, podcasts, connected cars, smart talkers- and the inventory retains coming longer and the quality of race gets better.

That’s why no matter what else your station( or assemble or companionship) does in 2020, on the front burner should be aggregating data to help your programming, auctions, digital, and market teams better understand the intricacy and magnitude of your competitive environment. Where are your “pain stations? ” Where are you openings? How can you best deploy your resources- human and business- to create enormous material you can monetize, while building your station’s brand.

That’s our mindset here at Jacobs Media, a shift in focus from what radio stations and the companies that owned them were aspiring to just a decade or two ago. Back then, it was about achieving ratings, receipt, and margins. The manufacture was a fertile, open battleground with a handful of entrants- newspapers, TV terminals, the Yellow Pages, and direct mail.

Oh, those were the days. Through most of the 2000 ’s, that quite simple, highly profitable model varied, morphed, and yes, was disrupted. And now, media of all sizes, shapes, and pulpits are trying to figure it out. If you’re not Google, Apple, Facebook, or Amazon, you’re in scramble mode.

Even Netflix- virtually the first mover in the video streaming category- has now got its paws full as Disney, Apple, and others are becoming distribution channels themselves, dedicated to cornering great content and the way in which shoppers loved it. That’s how crazy it’s become.

And so in our annual Techsurvey’s- started back in 2004 -5- we’ve been tracking all the different ways radio publics are spending time on other programmes, consuming new gadgetry, and ingesting content in different ways.

As we spend more time with crews of corporate execs( and perhaps a little less time arguing about which Nirvana songs to play ), the topics often revolve around new media that matters- and how broadcasters can navigate these changes as both challenges and opportunities.

Money has never been tighter in the radio business than it is today. And the current round of planning happening as you read this at many companies has pushed managers to the brink.

So, it stands to reason that investments in new media- podcasting, social media, streaming, portable apps, Alexa skills, etc.- must be spent wisely and strategically. Sadly, most radio broadcasters can be said whether they’re the concert power or how well “Black Dog” assessments. But they may be much more hard-pressed when it comes to knowing the percentage of their listeners that own a smart orator, subscribe to SiriusXM, and listen to podcasts at least weekly.

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That’s why we do Techsurvey. We break away 14 different formats- including Rock, Country, AC, and everything in between, along with News/ Talk and Sports. And the big benefit is that “stakeholder” stations receive their own data- how their core audience squanders media, technology, as well as why they are also enjoy listening to broadcast radio.

Oh, the things you’ll learn.

In Techsurvey 2020, we’ll be tracking everything you’d expect, but of course, there will be new questions to help broadcasters better best free website traffic generatornavigate the changing landscape. We know headphone usage is of growing interest, especially as Nielsen is investigating how it plays into radio listening. We’ll tackle that issue, as well as learn more about “hearables”- machines like Air Pods and similar peripherals.

We will devote considerable questionnaire “real estate” on both smart-alecky talkers and podcasting- two areas that continue to dominate discourses in both board areas and at media discussions. We’ll track radio’s disappearance in the home, and whether Alexa and Google Home are becoming their replacements.

With 800,000 podcasts available to anyone with a smartphone or a laptop, how are consumers discovering podcasts and how do they listen to them?

What’s the latest in the iHeartRadio vs. battle, and how favourite are individually branded station apps?

blogYou can bet we’ll update how radio listeners are using social media. Is there a continued move away from Facebook? And how are emerging actors like TikTok looking?

We will likewise continue to explore privacy controversies- how are they impacting the ways in which purchasers use media and are they stunting the growth of devices like smart-alecky orators?

We will likewise look at audience awareness of numerous new aspects radio stations are now offering. What are the awareness levels of station mobile apps, podcasts, videos, and other outlets broadcasters are giving heavily in?

Oh, the things you’ll learn.

Then there’s the chart that preserves getting more interesting with each extending year. With all the new media, gadgetry, and technology accessible, why are consumers still turning to radio? What is broadcast radio’s “job-to-do” in 2020, and how can broadcasters reinforce the reasons why the medium continues to be viable?

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This is how it examined this year- among all 50,000+ respondents. Yes, radio has inherent fortitudes- it’s simple, easy, and free. And of course, music and identities are integral to why purchasers see radio a media habit.

But as we’ve highlighted in red, for countless consumers, radio specifies feeling benefits- companionship, a friend at work, mood altitude, and as information sources for emergency info when things proceed amis. And as you’d expect, these graphs inspect a great deal different when you isolate format listeners, and individual depot audiences.

So, I’m hoping you’ll join the 560+ radio stations who made place last year in Techsurvey 2020. These collective research studies are what the Internet has become about- a shared knowledge, crowd-sourced data gathering. For really a few hundred bucks, you’ll deliver more ROI for your radio depot label than any other investment you can make.

We go to the field at the start of the new time, and the exclusive stakeholder present is set for mid-March. And then late that month, I’ll be at the Worldwide Radio Summit in L.A ., showing off the top-line data for Joel Denver’s attendees. Meanwhile, your terminal will have your data, ready to meet the challenges that position ahead in 2020.

It’s all designed to raise your AI – your Audience Intelligence. Whether it’s meeting with the airstaff, the sales team, or scheming out your trend for the foreseeable future, this is the information that helps you originate smarter, more strategic decisions.

After all, if we don’t have data, your guess is as good as mine.

Oh, the things you’ll learn.

Here’s a favorite excerpt that says it all of the reasons why we continue to create and display Techsurvey 😛 TAGEND

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”- Jim Barksdale, former Netscape CEO

More info about Techsurvey 2020, a nifty video, and registration info is available here.

Info for the Worldwide Radio Summit is here .

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