age 12+ have listened to audio in a car through a cell phone and 18% of Americans age 18+ own a car with an in-dash information and entertainment system. Edison Research reports that 45% of those in the U.S. Their current playlist includes “Gangnam Style,” “I Like to Move It” and “The Macarena.” Those songs never fail to get them into a better mood.Īnd we’re listening to digital audio while on the move too. We have specific playlists to get through our day as well, one for cleaning the house, another for working out and we even have one to brighten the kids’ days. We tap into our smart home device to keep us informed on the most current world and local news. Smart home devices are now dominating at our home. My husband and I listen to our favorite radio personalities during our morning commute, which is only six minutes long, to drop off our kids at daycare (and soon preschool, insert broken-hearted emoji) but our commute to work is now non-existent, like so many other Americans, effectively cutting radio time even shorter. 1ĭigital audio is as valuable, if not more valuable, than traditional radio. According to Edison Research, 62% of Americans now say they have used some kind of voice assistance technology. I’d be remiss if I did not mention the COVID-19 pandemic has also propelled our digital preferences. Smart home devices, smart watches and even refrigerators are digitally evolving. Advertisers have been forced to make the digital pivot because the world is quickly evolving to a digital-first approach. Digital elements were sometimes seen as a freebee, or what we in the biz call “makegoods.” Digital display ad banners, mobile ad banners, podcasting, mid-roll and pre-roll video were often the afterthought for clients and salespeople alike, through no fault of their own. In 2015, when I supported radio sales teams, I was building digital media plans to support the main broadcasting buys, and digital was the sweetener.
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