« Can We Call Internet Radio Mainstream Yet? | Main | Verizon to Sell iPhones. What it Means for Radio. »

January 12, 2011


Brad Fallon

I am a radio listener for decades and I would accept that radio is getting to be obsolete these days. I hope these radio stations will find ways to promote radio broadcasting so as to compete with the new technology we are in today.


The statement that combining streaming audience with terrestrial proves that radio listening, as a whole to commercial or corporate radio is, growing is, at best, a theory that cannot be proved. However, I am eagerly awaiting the day that Arbitron and Ando (or even comScore or Neilsen) can show total cross-platform audience and listening. I believe that if these companies are able to pull off accurate and statistically relevant data methodology, it will prove how weak the broadcasters are at becoming a player in reaching people beyond their traditional radio. I ran a large group of major market stations for a publicly traded corporation and the amount of actual listeners accessing the streams at ANY given time was simply "laughable" and far from meeting any critical mass to speak of. That said, I am eagerly awaiting the day that this fact that I personally witnessed is proven to be the truth.

And to be clear, these audiences being sold by commercial radio are and remain "estimates" based on panel composition and not realy listeners or real consumption of client's ads. The fact that radio delivers ads to people they "think" meet the client's criteria rather than knowing for certain, based on user registration data, will also prove to be a weakness that must be resolved. Radio as we "knew" it is becoming increasingly obsolete- and this will continue until people who are not born and bread from it are brought in to show them the way!

The comments to this entry are closed.

About Radio Insights

  • email us at [email protected]
  • Radio Insights is a service of Harker Research, a leading U.S. media research and consulting company. Harker Research provides innovative and insightful strategic research to help our clients grow.

    With nearly thirty years of experience, we’ve helped hundreds of radio stations create innovative solutions to the challenges they’ve faced. Today radio faces a myriad of new challenges. Harker Research is helping our clients prepare for this new world.

    We believe that 21st century challenges require 21st century solutions, solutions created through our custom action-oriented strategic research. And while radio faces many new challenges, radio also faces many new opportunities that can potentially transform the medium. Our broad range of proprietary research tools are each tailored to help radio stations capitalize on these new opportunities.

    Our experience, skills, and tools can help stations rejuvenate old formats or develop new formats. We can help create and strengthen a brand’s positioning. Our research can create tools to develop and enhance the full brand experience across multiple media and vehicles, from traditional mass media to web and wireless strategies. As radio moves towards electronic measurement, Harker Research is helping our clients to compete in this new arena.

    Radio Insights explores the many turbulent forces swirling around radio. It offers our take on the issues of the day and demonstrates the company’s original thinking. If you would like to talk with us directly about any of the issues we touch on, call us at (919) 954-8300.