Why P1 radio consumers listen more … and less. (Jacobs Media TechSurvey 2024)

In the newly released new TechSurvey 2024, Jacobs Media ambitiously surveyed over 31,000 participants. As ever with this annual effort, most respondents were members of radio station databases — P1 radio consumers. The survey population was weighted using Nielsen 2023 market population data.

Jacobs Media derives 16 key findings from the 89-page public report.

Listening More

Radio is holding its own. “Local vibe” is an important reason, though in the middle of a pack of reasons. The #1 reason given for loyalty to AM/FM is “Easiest to listen to in the car. Thus, broadcast radio continues to enjoy the ease-of-use advantage of being embedded in a living space. NOt to say that listeners are oblivious to the content; music is a leading reason for habitual listening … but attachment to the DJs outranks music, 61% to 57%. — 17 The attachment has been holding steady since 2019, as the very interesting chart below indicates:

The connection of listener to DJ is especially pronounced in the Gen Z and Millennial cohorts.

Listening Less

The primacy of in-car listening is emphasized when the questioning is reversed: Why are some P1 people listening to¬†less radio? Diversifying music sources is the main reason (See below), and spending less time in the car affects 40% of respondents. “Lifestyle change” is a vague reason, and “Too many commercials” motivate 36% of P1 listeners to back away.

AI

Artificial Intelligence gets mainly bad reviews in this survey. “There is a High Level of Alarm […] Most are highly concerned about AI’s potential to influence the 2024 elections,” the report summarizes. Listeners have “major concerns” over AI replacing human on-air personalities.

This extensive and detailed report dives deep into details of audience attributes and radio programming particulars. Its 89 pages cannot be summarized with justice; we strongly encourage downloading the deck HERE.

PS — Radio and audio professionals offer their personal takeaways from TechSurvey on the Jacobs Media blog.


Brad Hill