Nearly 23 Million Tune Into The AFC/NFC 2012 NFL Playoffs On The Radio

Dial Global (NASDAQ: DIAL), announced today that 22.9 million people tuned in to hear radio broadcasts of the Baltimore Ravens vs. New England Patriots AFC Championship and New York Giants vs. San Francisco Forty-Niners NFC Championship games on Sunday, January 22, 2012. Dial Global, which broadcasts nearly 100 NFL games and exclusively broadcasts all NFL primetime games, the Playoffs and the Super Bowl to a national audience, commissioned the study which was conducted by Edison Research. The study also found that the overwhelming majority of listeners tuned in to the games via AM or FM radio; alternative methods of listening included Sirius XM and the Verizon Mobile App.

The Edison Research study is the first ever of its kind, designed to accurately measure the number of people that tuned in to hear NFL conference championship broadcasts and make this information available within two days of the event’s conclusion. According to this one-night poll, an estimated 22.9 million people listened to either or both of the NFL conference championship games on the radio this past Sunday. The national survey was conducted via live telephone interviews by Edison Research on January 23rd, 2012.

“This type of focused study and strategic attention to the business exemplify our commitment to being the most innovative and service focused company in the industry supporting our affiliates and advertisers.” said David Landau, Co-President CEO of Dial Global.

“People think of football as a television-only event. This survey shows that in addition, many millions of people are seeking out coverage of the games on the radio,” said Larry Rosin, Edison Research President. “The overwhelming majority of radio listeners to the games listened on AM or FM radio, but the survey did show usage of Sirius XM and the Verizon Mobile App as alternative methods to listen to the games.”

The survey’s findings highlight the continued demand for radio broadcast coverage of live events, including live sporting events. Dial Global is the network radio home to some of the biggest, most widely-followed sports in America including: NFL Football, NCAA Football, NCAA Basketball and The Final Four, The Masters Tournament, MRN/NASCAR Radio and the 2012 Olympic Summer Games in London.

How the survey was conducted

Edison Research conducted a national telephone survey of 901 people. Interviews for this study of Americans age 12 and older were performed on January 23, 2012. The study asked respondents a series of questions about their previous day’s media usage including listening to any part of the NFL Playoff radio broadcasts. Households were selected randomly to participate in the study from phone numbers provided by Survey Sampling International. The final results of the national sample have been weighted by age, sex, ethnicity and geographic region to match current U.S. Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the full sample will differ by three percentage points in either direction from what would have been obtained by attempting to interview all persons age 12 and older.

About Edison Research
Edison Research conducts market research, survey research and exit polling, providing strategic information for businesses, governments and media organizations worldwide. Edison Research has been the sole provider of election exit poll information to the six major news organizations – ABC, CBS, CNN, FOX, NBC and the Associated Press – since 2003. Edison Research works with many of the largest American radio-related companies, including Entercom, Clear Channel, CBS Radio, Bonneville, Pandora and Dial Global; and also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Voice of America, AMC Theatres and ZenithOptimedia. Edison also conducts strategic research for successful media companies in South America, Europe, Africa and Asia. More information at

About Dial Global
Dial Global (NASDAQ: DIAL) is a diverse radio programming and advertising sales company that provides vital content and services to more than 7,000 radio stations throughout the United States. Dial Global produces and/or distributes over 200 news, sports, music, talk and entertainment radio programs, services and digital applications, as well as audio content from live events. The company also produces the Dial Global 24/7 turnkey music formats as well as prep services, jingles and imaging. In addition, Dial Global serves as the largest sales representative for independent third party providers of audio content. For more information, visit

Chris Brown
CJP Communications
212-279-3115 ext. 206

Edison Research Partners with St. Jude Children’s Research Hospital

Edison Research today announced a partnership with St. Jude Children’s Research Hospital to provide research on their annual Country Cares Radiothons and the impact of those Radiothons on radio stations and their listeners. Edison is providing its expertise on a pro bono basis in support of St. Jude.

“From the moment St. Jude came to us with their needs for research, we knew we wanted to be involved,” said Edison Research President, Larry Rosin. “It was only natural to translate our vast research experience in the Country radio industry into a benefit to St. Jude and their Country Cares radio partners. We are proud to support the mission of St. Jude Children’s Research Hospital in this way.”

A series of studies are being conducted to measure the influence of the Radiothons on the community and listeners to partner stations.

The results will be presented at the Country Cares Seminar, the second largest gathering of country music professionals, outside the Country Radio Seminar, held in Nashville each year. The seminar is to be held January 12th – 15th 2012.

About Edison Research

Edison Research conducts survey research and provides strategic information to radio stations, television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Research is also the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison Research works with many of the largest American radio ownership groups, including Entercom, Clear Channel, Citadel, CBS Radio, Bonneville and Westwood One; and also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, the Voice of America, See Saw Networks and Zenithmedia. Edison Research has a seventeen year history of thought-leadership in media research, and has provided services to successful media properties in South America, Africa, Asia, Canada and Europe.

Edison Research Releases The American Youth Study 2010 – Part One: Radio’s Future

One In Five 12-24s Listened To Pandora Last Month
Teens and young adults report nearly three times more daily Internet usage in 2010 than in 2000
Somerville, NJ – September 29, 2010
Edison Research today announced the preliminary results of the American Youth Study: 2010, a nationally representative survey of the media and technology habits of young Americans. This study is the sequel to a similar study released in 2000 by Edison, and presents both a look at today’s 12-24 year-olds, and a cohort from the 2000 study, today’s 22-34 year-olds. This study was sponsored by, and was debuted at the 2010 RAB/NAB Radio Show in Washington, D.C. on September 29th.
According to Edison President Larry Rosin, the original 2000 study “was a real wake-up call to traditional media companies, particularly the radio industry. Now, with this 2010 data, we have an opportunity to see just how teens and young adults have changed over the past decade, and which media are best poised to be competitive in the near term.” Rosin went on to point out that radio was still the leading source for music discovery, but other outlets, including YouTube and social networks, have grown to be significant as well.
Principal findings from this study include the following:

12-24 year-old Americans reported Internet usage of two hours and fifty-two minutes per day, roughly triple this age group’s reported usage from 2000 (59 minutes).

Radio continues to be the medium most often used for music discovery, with 51% of 12-24 year-olds reporting that they “frequently” find out about new music by listening to the radio. Other significant sources include friends (46%), YouTube (31%) and social networking sites (16%).
20% of 12-24s have listened to Pandora in the last month, with 13% indicating usage in the past week. By comparison, 6% of 12-24s indicated they have listened to online streams from terrestrial AM/FM stations in the past week.
More than four in five 12-24s own a mobile phone in 2010 (up from only 29% in 2000), and these young Americans are using these phones as media convergence devices. 50% of younger mobile phone users have played games on their phones, 45% have accessed social networking sites, and 40% have used their phones to listen to music stored on their phones.
Music tastes have shifted among 12-24s over the past decade: those radio listeners who indicated that Top 40/Pop stations were their favorite have more than doubled, while Alternative Rock stations were selected by half as many listeners in 2010 as in 2000.
Today’s 22-34s have significantly changed their media consumption habits since the first study in this series 10 years ago. In 2000, 44% of 12-24s most often began their day by listening to the radio. Today, radio continues to lead, with 29% of that same cohort (today’s 22-34 year-olds) reporting that radio is the medium they use most in the morning, while Television (25%) and the Internet (23%) have gained significantly.
A complete set of slides from the RAB/NAB presentation of these results is available on the Edison Research website on this page: The American Youth Study 2010 – Part One: Radio’s Future.
A total of 1,533 respondents were interviewed to investigate interest in, and consumption of, traditional and new media among American youth. From September 8 to September 13, 2010, interviews were conducted online with respondents age 12 to 34 chosen at random from a national sample of Knowledge Networks’ “KnowledgePanel,” an online panel that is representative of the entire U.S. population through its use of dual-frame sample recruitment and a known published sampling frame. Data from this year’s study is tracked with the 2000 Edison Research study, “Radio’s Future: Today’s 12 to 24 Year-Olds,” which was conducted via telephone.
Edison Research conducts survey research and provides strategic information to out-of-home media companies, radio and television stations, newspapers, cable networks, record labels, Internet companies and other media organizations. Edison Research is also the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison’s global network of 11,000 interviewers executes hundreds of consumer exit poll and out-of-home media measurement projects every year, providing valuable decision support for marketers, advertisers and brands. Edison also conducts strategic and opinion research for a broad array of companies including Time Warner, Google, Yahoo!, Sony Music, Princeton University, AMC Theaters, Disney, Universal Music Group, Time Life Music and the Voice of America. Edison Research has a sixteen-year history of thought-leadership in media research, and has provided services to successful media properties in South America, Africa, Asia, Canada and Europe.
Owned by Chicago-based in3media, inc., was founded in 1999 as a radio discussion forum, and has since evolved into a full-service radio information site known as “Radio’s Online Community.” While continuing its lively and popular message board forums, which net thousands of posts from readers each day, the site has added news, expert commentary and the most credible music charts in the industry via a partnership with Nielsen BDS. The company publishes several widely read newsletters, including Taylor On Radio-Info. Those newsletters collectively reach more than 14,000 subscribers a week.

Hammers and Nails

hammer_and_nails.jpgHere at Edison, we use a lot of tools to generate the best consumer insights possible for our clients. When we started back in 1994, most of our work was telephone-based survey research and focus groups. Since then, we have incorporated Internet surveys, online qualitative research, consumer exit polling, social media monitoring and dozens of other methods into our repertoire. The Internet, in particular, has changed our business irrevocably, and made available a wide variety of options to reach consumers where they work and play online.

Yet, we still do a lot of telephone work here at Edison, and though our Exit Polling back-end systems would rival NASA’s for complexity, the heart of that particular effort is still thousands of local interviewers with clipboards. The key for us is to be able to deploy “boots on the ground,” even if the “ground” is online, to capture opinions whenever and wherever they occur.

I note this because there have been a lot of recent innovations in mining unstructured online data for market research purposes. As social media monitoring tools like Radian 6, Trackur and Social Mention continue to expand their coverage and capabilities, using those tools to discern what consumers are saying and doing online is becoming a more viable source for consumer insights, and one that no competent CMO or brand manager should ignore. We recommend social media research and use these tools on behalf of our clients whenever appropriate.

Social media research is attractive on many levels, not the least of which is that on some of those levels it’s free. Anyone can set up Google Alerts or use other freely-available tools to begin mining the social web, and even the paid tools available aren’t onerously expensive for the vast majority of companies. Because unstructured data online is “free,” and free is good, it’s easy to make the leap to thinking that social media research is a replacement for other methods and tools. Like any tool, however, social media research is great at some things, and lousy at others – just as telephone surveys are. The key is to focus on the best way to achieve your research goal – period – and not the best way you can use a given tool.

Historically, new technologies sometimes obviate the need for old ones, but just as often they cause the old ones to elevate their game and get better. Focus groups, for instance, will never be the same – they aren’t going away, but they have certainly changed for the better, and are now just as likely to take place in the field or online as they are behind a two-way mirror. The Internet has made our jobs as researchers different (not easier) and gives us the tools to provide richer insights for our clients, which makes us all better. We have to be careful, however, not to fall in love with any one of these tools.

I write this because lately we have gotten requests from some companies not to provide them with consumer insights, or decision support, but to give them an “online survey,” or some other specific tool. I actually got back from one prospective client that they didn’t choose our proposal because we didn’t employ a punch card system (!) they were accustomed to using. If an online survey is the best way to attack a given research problem, we recommend it. If it isn’t, we don’t. It’s a balance, of course, between the needs of the client, the client’s budget and the standards for quality research, but this balance is always best achieved when we start with the end goal in mind, and not with a specific tool.

Still, many companies are definitely doing it right. For instance, we are thrilled to have a partnership with SeeSaw Networks, a leading place-based media company, who just yesterday announced a solution to reach Moms wherever they go with messaging that is synchronized to their activities and the venues they are frequenting. Measuring place-based media and other out-of-home advertising is a tricky business, and in this particular case the best solution is a surprisingly “low-tech” one – we employ the same network of over 10,000 trained interviewers we use for the National Election Exit Polls to conduct methodologically sound, rigorously sampled place-based research. Again, it’s about capturing consumers where they are, and in this particular partnership, that’s at shops, grocery stores and fitness centers and anywhere else they shop, work and play.

One of my favorite cliches in the world is this: when all you have is a hammer, everything looks like a nail. Relying too heavily on mining unstructured data, self-selected Internet polls or even telephone surveys can very easily lead you down this path. Not everything is a nail.

AP/mtvU Poll Shows that Many College Students are Stressed

Edison Media Research recently conducted a poll of U.S. undergraduates on behalf of the Associated Press and mtvU to gauge the level of stress they feel and how it impacts their lives. Four in ten students said that they endure stress “often,” while nearly 20% responded that their stress level within the past three months has caused them to consider dropping out of school. More coverage is available here, while the survey results can be obtained at the Associated Press Polls page. The survey was conducted from Feb. 28-March 6 by Edison Media Research ( using exit polling techniques, with a total sample of 2,253 undergraduate students filling out confidential forms. The margin of sampling error was plus or minus 3 percentage points.

The students, age 18-24, were handed the questionnaires at 40 randomly chosen four-year schools around the country by interviewers from Edison’s exit poll staff. To protect privacy, the schools where the poll was conducted are not being identified and the students who responded were not asked for their names.

MtvU’s sponsorship of the poll is related to its work on “Half of Us, ” which it runs with the Jed Foundation, a nonprofit group that works to reduce suicide among young people. “Half of Us” is a program designed to raise awareness about emotional problems faced by college students.