Radio "Me" Values

Qualitative Study undertaken by Ted Hudson Research, July 1993

OBJECTIVES

Various historical quantitative work had previously suggested that radio forms a special relationship with its audience. It was felt that additional qualitative work could enhance our understanding of this relationship, how it manifests itself, how this compares with other media, and how this could be of value to the advertiser.

Specifically, the main objectives of the study were to address the following objectives:

  • what is the relationship between listeners and their radio station

  • how is this relationship described by listeners

  • was it solely with, or a combination involving, the station itself, the presenter(s), the music

  • how does this impinge on relationships to advertising

  • how does it compare with the relationship enjoyed with other media, particularly TV and press who are the other listeners

    • Because national commercial stations were at the time limited to the recently launched Classic FM, it was felt that the objectives of the study could not be fully served by asking respondents about this only recently formed relationship

    METHOD and SAMPLE

    Four group discussions were held with regular Commercial Radio listeners aged between 25 and 40. Respondents had to listen to their preferred station for at least 10 hours a week. Respondents kept a listening and viewing diary in the week preceding fieldwork, recording when and for how long they listened to radio and watched TV.

    Two locations were used: Norwich, with its one Commercial Radio station, and London because it offered the most station choice. In each location one group discussion was conducted with women selected on the basis of their listening through the day, and one with men selected on the basis of their listening during drive time. In the event listening habits were relatively similar - both groups listening in the morning, at home, work or in the car, and during the afternoon.

    National commercial stations were not considered for the research because only Classic FM was broadcasting at the time, and that in itself was fairly new.

    The groups were conducted during the period May 2nd and June 15th 1993.

    MAIN FINDINGS

    Listener needs from their station

    The inter-related reasons that were given for listening to radio could be distilled down to four main motivations:

  • Information

  • Entertainment

  • Distraction

  • Company

    • Radio provided for most of their information needs, be it news, weather, traffic or what's going on:

    "you hear it first on radio and maybe read about it in the paper or see it on TV."

    "You feel in touch listening to the radio. It sort of goes on all of the time, not like reading the news in the paper or sitting down to watch the 9'o'clock news."

    Radio also provided the daily bulk of their entertainment needs, be it music, DJ comment or editorial. Stations were selected and identified for the type of music they play, since it could affect mood and help the listener "face the day"

    "The music cheers me up in the morning and gets me going."

    Radio's unique ability to distract its listeners from boring or repetitive tasks was particularly valued - these tasks ranging from driving to housework, or even their daily paid work:

    "I don't know how I would get through the day without the radio. It's on all the time."

    "I couldn't face the ironing without it."

    Radio was consistently described as providing company for the listener - it was often listened to when the listener was alone or not interacting with others, and as such as valued for providing a source of personal interaction. It was typically described as being a "friend". - the relationship was typically one-to-one, as most was solitary listening, was long term and had been specifically chosen by the listener

    "I have it on all the time for company, it's the same as having someone there with you to talk to you."

    "It's like a friend really. You spend your time with them and feel they almost know you."

    The station/listener relationship

    The stations had a clear personality for their listeners, one which they could ascribe a character and description that was attractive. They identified with their preferred station(s) almost to the point of ownership - station stickers were seen as a public demonstration of this identification/ownership.

    However this identifation did not generally extend to fellow listeners, simply because, with such a one-to-one relationship they did not think about them.

    In comparison with press and TV, radio stations were seen as more approachable and with greater personality. respondents found TV stations difficult to personify as they were often just seen as ITV. A few national press titles were personified, but they were generally less attractive and veered towards the caricature.

    In contrast, the personalities of radio stations were easily described and always exhibited positive emotional involvement. The station/listener relationship waas clearly personal and emotional. With press, relationships proved to be far less emotional, and with TV far less personal. Favoured radio stations evoked such comments as:

    "Take him home to meet mum."

    "it has to be a friend or you wouldn't let him in your house"...You can't say that because you let the evening paper in the house too"..."Yes, but it's different. It's like having a person there with you."

    Radio Advertising

    The research was not specifically designed to investigate radio advertising, but respondents were keen to discuss it.

    On Broadland listeners felt that it was dominated by local advertisers, and felt some resentment that national brands ignored their local station:

    "I don't know why they don't advertise things like Nescafe. We seem to listen more to radio than watch TV."

    Listeners in London. where the proportion of national advertising was higher, could recall a range of commercials, particularly enthusing about Tooheys and Boost, because of their ability to continue radio's entertainment function.

    "I really like the Tooheys ads, they're funny. It sort of carries on the enjoyment you get from radio."

    It was clear that listeners had assimilated the messages of most of the commercials they mentioned, being able to posit explanations for them and their strategies. There was a feeling that the station could act as a friend's endorsement because of the nature of the relationship with its listener. As previously stated, the radio station is valued as a source of information, and consequently could enhance a product or service:

    "You treat it like news. Capital is telling you about the video camera sale at Alders. I heard it and went to have a look."

    It was felt that the other media had more of a cut-off point between programming and the advertising that it carried, so that the aaudience knew it was being advertised at:

    "Listening to the ads on the radio is like listening to the radio whereas on the TV they finish the programme and then put ads on."


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