Carolyn Gilbert, Leigh Jacobs
In its latest Ratings Prospects Study of nearly 3,000 persons 14-54 across all PPM markets, NUVOODOO MEDIA SERVICES discovered that of the 15.5% of the population who own one or more AMAZON Echo or Echo Dot smart speakers in their homes, 46% are listening to AM/FM radio through these devices.
The study further suggests that there is a potential for a resurgence of audio-only media usage in the morning, with nearly half of respondents’ smart speakers located in the bedroom.
“Our findings indicate a real opportunity for a renaissance of radio listening in the home with the proliferation of smart speakers, particularly with morning radio listening in bedrooms, where 46% have their smart speakers,” NUVOODOO MEDIA SERVICES EVP/Research Analysis LEIGH JACOBS said. “While radio does an amazing job with morning content, the daily morning podcasts being offered up by NPR, NEW YORK TIMES and many others are on a very level playing field with local radio for anyone using a smart speaker.”
“The data suggest that radio is getting usage on these smart speakers, but don’t think for a moment that habits have solidified yet,” JACOBS continued. “People are trying all sorts of different sources and services. With AMAZON rolling out a lower-priced Echo, more households will have smart speakers in several rooms.”
“Broadcast radio has a tremendous advantage, since once we’ve programmed ALEXA for the skills we want her to have, we can train listeners how to access those skills using our airwaves,” NUVOODOO MEDIA SERVICES Pres. CAROLYN GILBERT said. “It’s like any other advertising or promotion we carry on the air. People will learn what to say to be able to listen to our new morning podcast -– just like they learn which home services company to call to fix their air conditioning.”
This Article Was Originally Posted at www.allaccess.com