Record Miles Being Driven, But Where’s The Listening
Why it matters: Americans set a new driving record in 2023 with 3.263 TRILLION miles – logging 2 BILLION more miles than the previous mark set in 2019. Despite this surge in mileage, market listening levels are going in the other direction.
Across Top 10 Markets, A25-54 AQH Persons, Mon-Fri, 6a-7p is down -17.1% between DEC21 and DEC23.
It’s a concerning predicament because radio needs to ride shotgun in the car, but many commuters are not rediscovering their favorite FM station or finding a new one.
Fortunately, DMR/Interactive clients are outperforming market-level listening (PUMM) with exceptional results. The graph above highlights two clients in the same Top 10 cluster increasing A25-54 AQH Persons by +25% and +42% respectively and holding down the #1 and #2 spots in the ratings despite overall listening in the market dropping -23% during the same period.
Our client success isn’t about getting lucky or catching a meter. It’s about each station consistently executing the right strategy and having great relationships with heavy listeners so that every time they have an opportunity to listen, they seek out their favorite P1 station.
If you’ve been looking for macro-level forces to help jump-start listener growth, the wait is over with more good news for radio.
– In 2023, mileage increased by 67.5 BILLION miles over 2022.
– Unemployment is near a 50-year low.
– Gas prices are 14 cents cheaper than in 2023.
– Employers are bringing more people back to the office.
All of which adds up to a record forecast of driving miles in 2024.
These tailwinds won’t guarantee your station’s resurgence. While they provide more fertile conditions, marketing strategies focused on intentional relationships with your heavy listeners are critical more than ever. Performance marketing is designed to generate immediate ROI.
