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Several researchers and consultants volunteered "but what about...?" comments to yesterday's TRI story about Facebook usage rising in the daytime to challenge TV. Here's what Raleigh-based Richard Harker thinks about the Frank Magid study - "The real headline is that radio is #1 morning drive with all five demos. That’s all the way from under 12 to 65 years old. Conventional wisdom has radio listening dying out with Gen X, but radio is still at 20% with adult millennials, 22% with teen millennials, and 17% with iGens. That’s pretty consistent penetration across five generations. The bottom line is that young listeners have not abandoned radio in favor of their personal music. They consume both - just like teens always have. During the day, radio usage doesn’t really drop. It’s just that other media consumption increases. Look at how radio shapes up, morning drive versus midday - Boomers, 28 mornings/40 middays. Gen X, 30/26. Adult Millennials, 20/34. Teen Mills, 22/20. And iGen, 17/15. Notice how closely listening matches between mornings and middays? It illustrates the strength of radio across the dayparts and across demos."
Raleigh, NC, September 22, 2011 - According to a new study released by Harker Research, Radio's Future: Listeners and Content, broadcast radio still holds the top spot for today's audio consumer given the changed landscape when it comes to the number of available audio devices and how consumers use them. While it may appear that broadcast radio is getting pressure from newer audio devices and delivery options such as streaming, listeners aren't looking to replace the convenience and local connection that radio delivers.
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For over 30 years now, leading music stations have been creating music libraries with the help of Auditorium Music Tests (AMT) for library product and Call-Out for new music. Read full article »
In its most recent posting on its Radio Insights blog, HARKER RESEARCH masterminds RICHARD HARKER and GLENDA SHRADER BOS ask, "Why didn't broadcast radio invent PANDORA?" Read full article »
In its most recent posting on its Radio Insights blog, HARKER RESEARCH masterminds RICHARD HARKER and GLENDA SHRADER BOS note, "AOL Stumbles: A Teachable Moment for Radio?" Read full article »