Ever seen a movie without hearing a score? Imagine watching Rocky train for a fight without hearing “Eye of the Tiger”. Without music, the experience would certainly be incomplete. If this is true about a movie, what about the soundtrack that accompanies your life?
According to Amina Kahn in the Los Angeles Times, “Anyone who’s had a bad day, then flipped the car radio on and caught the first notes of a favorite song knows how quickly music can lift the spirits.” It turns out that according to the researchers who wrote the book Your Playlist Can Change Your Life, “After smell, music is the ‘fastest, most user-friendly way to influence and reset your brain networks without using an external substance.'”
In the LinkedIn radio group, Audience Evolution, the community has been discussing getting people addicted to our product. Recent research demonstrates the very real potential that exists to form a healthy addiction.
What makes this a healthy addiction? According to researchers, music helps you regain focus and leads to being more productive. In addition to productivity and focus, enjoyable music just puts you in a better mood, especially if it’s part of your daily routine before, during and after work.
DMR/Interactive’s research with Arbitron has proven that the most important people in the audience turn on the radio 31 times each week. This means that at least 4.5 times per day, people are actively thinking about your station before they even listen. Whether it’s considered loyalty or an addiction in the best sense of the word, stations have earned that trust by delivering on their brand promise.
What is the promise being offered? In a word, enjoyment. Back in August of 2011, this column focused on research by Britain’s Radio Advertising Bureau that found, “On average, when consuming radio, happiness & energy scores increase by 100% and 300% compared to when no media is being consumed.”
Research as well as our collective experience clearly shows that people have a natural affinity for music. At the same time, we also know that digital and mobile technologies have enabled anyone to create and share a playlist.
Yet, even in this new and disruptive digital world, radio remains indispensable. Buried at the bottom of a news release about music discovery, you’ll see that in 2012, more people still listened to music on cassette tapes (remember those?) than online music services like Spotify or Pandora. Certainly helps put the buzz about these new platforms in perspective.
However, today’s teenagers are tomorrow’s adults and it wasn’t so long ago that Facebook was only on college campuses. Radio needs to continue doing what we do better than any other audio platform, create and offer compelling, local content and engage with those who matter most, on-air and off.
To learn more about how we can help your station be indispensable in the lives of your audience, , please contact Andrew Curran, COO at DMR/Interactive.