NuVoodoo Study: Local Radio, Papers #1 Trusted News Sources

courtesy AllAccess.com         November 8, 2017

In a NUVOODOO RATINGS PROSPECT STUDY, respondents were asked the question: “On a scale of ‘0’ to ’10,’ where ‘0’ is no trust at all and ’10’ is complete trust, how much do you trust these sources to give you timely and accurate news?”

Respondents rated a list of 20 media outlets, and when NUVOODOO’s consumer research specialists ranked the mean scores for all the news sources listed, “Your local news radio station” ranked #1across the sample. Tied for #1 in the sample was “Your daily local newspaper.”

“The bottom line is that listeners still trust the radio stations they rely on for news and information,” NUVOODOO MEDIA SERVICES Pres. CAROLYN GILBERT said. “In addition to these findings from our recent NUVOODOO RATINGS PROSPECT STUDY, we’ve yet to see a market study where there’s not significant consumer interest in weather and traffic reports, even on music stations. When we’ve had the opportunity to test between-the-songs content for stations, there’s always appreciation of weather and traffic reports (and consistently tolerance, even when the reports run long or get wordy). While listeners may switch over to their local news radio choice when the weather changes threateningly or they’re unexpectedly stuck in a traffic jam, there’s little downside to radio stations relating to listeners through these bites of information.

“Local radio is a platform with continued goodwill in the community,” GILBERT concluded. “Listeners are interested in things that will impact their lives directly. That can be a powerful combination.”