90% of car buyers say broadcast radio should be standard in every vehicle:
- Major study finds over 80% of consumers are less likely to buy or lease cars without a built-in radio tuner
- Consumption of broadcast radio is significantly higher than for any other form of in-car audio; 93% want access to radio to remain free
- Car buyers’ most desired radio features include voice controls and content information
Broadcast radio continues to dominate as the most preferred source of in-car entertainment across the globe, according to a new international study* released today by Edison Research. Almost all (90%) of the survey respondents say a broadcast radio tuner should be standard equipment in every car, a trend that is consistent across age groups, indicating strong demand among current and future car buyers.
The survey also reveals that the availability of radio has a major impact on consumers’ vehicle purchasing decisions: 82% of potential car buyers say they would be less likely to buy or lease a vehicle that is not equipped with a built-in radio tuner.
The survey – commissioned by WorldDAB in partnership with Radioplayer and sponsored by The National Association of Broadcasters, Commercial Radio Australia, and Xperi – interviewed those who had recently purchased or leased a new car, or plan to do so in the near future. The study included interviews in Australia, France, Germany, Italy, the UK and the U.S.A.
When considering the most valued standard-fit audio features in a new car, having a broadcast radio tuner ranks highest for the respondents (rated ‘important’ by 89%), ahead of USB ports (rated ‘important’ by 86%) and the availability of Bluetooth (rated ‘important’ by 85%), and well ahead of smartphone mirroring technology (Android Auto is rated ‘important’ by 65% and Apple CarPlay by 54%).
Day-to-day consumption of broadcast radio among motorists remains significantly higher than for any other form of audio content. 65% of respondents say they listen to broadcast radio in the car ‘frequently’, versus 23% for online streaming music services and 15% for CDs. Echoing the usage levels, a clear majority (80%) agree with the statement: “radio provides a better listening experience in the car than other types of audio sources.” Respondents say the primary reason for listening is ‘to get news and information’, cited by 63%, followed by ‘to hear favourite songs’ (42%).
A clear majority don’t want to pay for radio – 93% say it is ‘important’ that radio should remain free to listen to – as it is currently via analogue and digital broadcast radio tuners. The importance of free-to-air radio was highlighted by motorists’ concerns about data charges for streamed content: a clear majority (70%) of those who currently listening to audio via their mobile device say they are ‘concerned’ about how much data they are using.
Car buyers were also asked about their most desired added-value in-car radio features. Having an ‘ability to search for radio stations using voice controls’ is the most popular (mentioned by 58% of respondents), followed by ‘provision of information about content’ (54%).
Ongoing radio consumption trends
Consumption of broadcast radio remains very high among today’s car buyers, with 89% saying they have listened in the last week, and 76% saying they listen at least once per day.
The car remains the most popular location for listening to radio, cited by an average 89% of respondents, followed by 75% who listen at home and 39% who listen at work.
Tom Webster, Senior Vice President at Edison Research, comments: “This is a major piece of consumer research covering some of the biggest automotive markets, yet attitudes about radio among car buyers across all of the countries surveyed were uncannily similar.
“It’s clear, too, that broadcast radio was singled out specifically as a must-have option. Roughly two-thirds of motorists across all countries surveyed indicated that they ‘would not listen to their favourite radio stations’ if they were only available online. For consumers the availability of free, easy-to-access broadcast radio as standard is an essential part of the in-car entertainment system and looks set to remain so.”
Edison Research was commissioned by WorldDAB, in partnership with Radioplayer and supported by National Association of Broadcasters, Commercial Radio Australia, and Xperi, to conduct national online surveys in Australia, France, Germany, Italy, the United Kingdom, and the United States. The 6,287 respondents, evenly split among the six countries surveyed, reported either purchasing / leasing a new vehicle within the past two years or that they plan to purchase / lease a new vehicle in the next 12 months. Interviews were conducted between 1 September and 21 September 2021, and data was weighted to match the most recent population estimates from each country for age, gender, race and region.
Edison Research
98.5 KTIS strives to point people in the Twin Cities to Jesus on the air, online, and on the street. Through remarkable service projects, 98.5 KTIS listeners are the hands and feet of Jesus to multiply the KTIS impact in our community. The first Friday of each month was 98.5 KTIS Drive-thru Difference Day, as listeners shared God’s love by paying for the order of the person behind them in the drive-thru. Moms overcame health, financial, and family difficulties through 98.5 KTIS’ Heart of a Mom initiative; meeting needs for a kitchen update, fulfilling a missed honeymoon with a cruise to Alaska, securing a reliable vehicle, and more. 98.5 KTIS’ Christmas Blessing resulted in remarkable stories of goodwill in the community, meeting needs by blessing people battling cancer, overcoming miscarriage, and recovering from financial devastation. Collecting thousands of Operation Christmas Child shoeboxes filled with toys for kids around the world, the 98.5 KTIS Shoebox Showdown shared the hope of Jesus from the Twin Cities to children around the world. Listeners continued that generosity by working together to collect over 11,000 pencils for boys and girls in the Dominican Republic. 98.5 KTIS listeners ‘Shared the Warmth’ as a local business paid listener heating bills during the cold winter months, and listeners used those funds to bless their favorite Twin Cities nonprofits. 98.5 KTIS’ Ministry of the Month connected listener passions and talents to local ministries, highlighting the good being done in our community by these organizations on-air and online.
Through intentional, community focused service initiatives, Spirit 92.9 partners with listeners and businesses to help make their community better, together. The station’s first “Community Spirit” project in 2022 focused on showing God’s love to children entering foster care in the area after the ministry learned that there were more children than ever before in the system. During a weeklong collection drive, Spirit 92.9 listeners and business partners generously helped provide a new pair of pajamas and a stuffed animal for over 1,100 kids. Hoping to lead by example through serving, the Spirit 92.9 team helped prepare over 800 free meals for individuals and families in need for Easter, prepared and served a meal at the local homeless shelter, and helped clean up trash at an abandoned property near their studios. Hundreds of women in the community were served and uplifted in January at the station’s first Ladies’ Night Out-an opportunity to worship, laugh, receive support and prayer. In the fall, listeners and business partners joined together to help three local organizations provide free homemade, holiday meals to those in need. This ‘More Than A Meal’ on-air and online fundraiser helped feed over 3,000 in Central Minnesota. At the end of the year, Spirit 92.9’s “Share The Joy” promotion offered listeners the opportunity to nominate someone to receive a financial blessing. Single mothers, elderly homeowners, and the family of a father badly injured and hospitalized out of state were among the 12 people granted a $500-$1000 gift.
From entertaining the airwaves on KFRC-FM in San Francisco, to dancing away the late 90s on WKTU-FM in New York City, to encouraging and uplifting Atlanta on WFSH-The Fish every afternoon, Beth Bacall’s three decades on the air have had a lot to say. In 2003, she embraced CMB and the CCM sphere when she started working at Star 99.1 FM in NY/NJ. Since 2005, she has served on the Momentum Leadership Team while also offering mentorship to CMB’s Women in Radio community. Beth is a champion for others, taking a sincere stance of integrity and leading by example with her on air work, community engagement, and show prep. As a top talent coach, she equips multidisciplinary broadcasters and artists to embrace their authentic self, grow awareness, share stories effectively, and create meaningful Christ-centered content with all audiences. Beth specializes in moments that matter and is a driving force behind The Fish Christmas Wish Program and Fish Acts of Love. Working on all aspects of creating promotional, reward-based content, including research and execution, Beth is a dot connector that the Lord uses to bring joy and experiences into the lives of others. Even after these promotional seasons, she’s always looking for the next opportunity to be a blessing.
For over four decades, Rick Dunham has been at the forefront of marketing and fundraising for Christian nonprofits. In 2002, he founded Dunham+Company, which has become a global leader in providing multi-channel strategies across some of the world’s most influential sectors. Through radio and television, local churches and overseas missions, medical relief and philanthropic initiatives, Dunham+Company is multiplying the reach of the Gospel. The company currently serves nearly 100 clients in the United States, Canada, United Kingdom, Australia, and New Zealand – whose collective effort is reaching nearly every corner of the globe. Rick is the author of Secure: Discovering True Financial Freedom and If God Will Provide, Why Do We Have to Ask for Money? He serves as a member of the board of The Giving Institute and is a former chair of the Giving USA Foundation, which publishes the most widely respected annual report on giving in the U.S. He has been published and quoted in the Wall Street Journal, USA Today, Washington Post and more. From devotionals to blogs, webinars to books, Rick’s personal faith in Jesus and his Biblical training are the driving conviction of his communication.
Over the decades, Jacobs Media has become known for advising broadcasters on strategic planning and digital transformation, championing forward thinking of the in-car audio experience, developing its innovative Techsurveys, and driving research initiatives with some of the most influential companies in media. In partnership with Radio Ink, the Jacobs duo created the DASH Conferences in 2013-15, bringing together leadership from both automotive and radio broadcasting industries. Working with CMB, Jacobs Media launched the first of its annual tech surveys for Christian music radio in 2014. Working in collaboration with the NAB’s Connected Car Committee, they developed the original “Best Practices” report in 2017. Fred Jacobs, a 2018 Radio Hall of Fame inductee, is credited with the creation of the Classic Rock radio format in the mid-80’s. Paul Jacobs specializes in revenue generation for Jacobs Media’s clients including heading up jācapps – the industry’s first, and now largest, mobile application development company with more than 1,300 apps worldwide. In 2022, Fred and Paul were recipients of the National Radio Award, the highest honor from the National Association of Broadcasters. They were the first duo to receive the award as well as the first consultants.
Jim Leightenheimer has passionately pursued the mission of teaching, mentoring, and preparing college students to serve Christ in radio since 1982. A 30-year radio veteran, Jim implemented and developed a student radio station that started as an AM carrier current, transitioned to a low power FM, and is currently streaming as Resound Radio. Under his leadership, student radio has served to jump-start the careers of many current leaders in Christian radio stations and networks across the United States. His students, both past and present, credit Jim for being the catalyst in building their love for radio. Throughout his career, Jim has enlisted graduates and other professionals to serve as mentors to his student radio staff. He has introduced scores of students to CMB by bringing them to Momentum and, more recently, CMB University. Jim currently serves on the board of directors at WCVO (104.9 The River) in Columbus and continues to be a resource not only for his current students, but for those who are living out his legacy in radio.
Joe Paulo has served as the President and Chief Executive Officer of Hope Media Group since 2018. With an extensive background in media and leadership, he began at KSBJ (now Hope Media Group) as Vice-President of Operations in 2017 after serving at Educational Media Foundation (K-LOVE/Air1) as the Director of Donor Stewardship and Communications. Prior to that, he led a division of Columbia International University as Director of Broadcasting until 2014, overseeing the growth of successful radio stations in Charlotte, NC and Columbia, SC. Joe has also provided volunteer leadership at the board of directors and advisory levels for other nonprofits such as Youth Commission International, CMB, and Crime Stoppers of Houston. In addition to speaking on leadership, fundraising and media, Joe and Kelly, his wife, have spoken at marriage and parenting events to share their passion for marriage, parenting and adoption.