At Futuri Media, we recently did a lot of research into understanding today’s modern audience and what the findings mean for revenue at media brands like yours.

With recent happenings in the world related to public health that have affected us all dramatically and explosive growth in the amount of media consumption, as well as the diversification of types of media consumption, we needed to get the temperature and take the pulse of the media audiences we serve content to.

Lucky for you, we have two recent studies that can help: The Future of Audience and Revenue study we conducted with the SmithGeiger Group, and an ODBA study with Nielsen. They’re packed with loads of information about what can be done to keep up with your listeners and viewers.

Here are some interesting findings that come from these two great studies.

What’s In a Name?

When we asked focus groups of over 100 media consumers what television was, we got back a bunch of different answers.

The traditional sit down in front of the tube to watch a show or sports game is dead.

Now, television means something that could include watching a video post on social media or catching up with one’s favorite vlogger on YouTube.

It’s not just the box in the living room any more.

When asked about radio, people weren’t just talking about the dial they turn in their car to make the music play.

In fact, now when people think of radio they think of the search bar to find the latest great hits that they enjoy bopping to.

With a changing understanding of what television and radio are now, the typical methods of engaging with your audience are changing drastically as well.

Would a rose by any other name smell just as sweet?

The names “radio” and “television” are definitely going to be sticking around as we have heard loudly in our focus groups.

However, what they mean to the modern audience has changed drastically.

Even though the sound of the names might not be changing, the pictures in our heads of what the names mean definitely is.

Furthermore, Futuri is changing the name of the game for success at your radio station or television channel.

With our full suite of TopicPulse and POST products, your brand will be an industry leader in media while the rest of the competition is left trying to figure out how to understand their audience members.

Deny thy father and refuse thy name

As media brands, we shouldn’t correct our customers into thinking that radio and television are narrow concepts.

Instead of making them fit their understanding of these mediums into stuffy boxes, let’s go where they’re going when they say they’re watching television or listening to radio.

Unlike in Shakespeare’s play, when Juliet wants Romeo to disregard his family’s name, we don’t have to tell our listeners and viewers to disregard the names of radio and television.

Instead, we can embrace the names of television and radio while better understanding what today’s consumers mean by them.

For more information on how you can better understand your audience and potentially boost return on investment at your company by partnering with Futuri, check out our recent Future of Audience and Revenue with SmithGieger Group and our ODBA study with Nielsen.