Quick Action

Contact Congress


What Consumers Want: Localism & Diversity in Radio

21 May 2019

The nation’s largest radio companies are doing everything they can to maintain their monopoly over the radio industry. And the National Association of Broadcasters (NAB) is doing everything it can to help them, first and foremost, by pushing for the weakening of the Local Radio Ownership Rule.

The NAB is aggressively advocating on behalf of broadcasters looking to get bigger for the Federal Communications Commission (FCC) to effectively eliminate protections for local radio stations in certain media markets, ensuring the big guys can swoop in and take over. They claim to be pursuing this path because it is the only way they can possibly compete for listeners in today’s marketplace.

But what the NAB fails to realize, or refuses to acknowledge, is how what they’re advocating for is diametrically opposed to what consumers want.

musicFIRST partnered with Morning Consult to survey 2,201 adults to find out exactly what consumers are looking for when choosing a music listening platform. 79 percent of respondents said that variety – of content, voices and artists – is very or somewhat important to them. However, only 14 percent of respondents attributed that quality to radio.

Further consolidation of radio station ownership, exactly what the NAB is pushing for, would only make this worse. Fewer people in charge of what you can hear means fewer choices, which, by definition, means less variety.

And consumers want to keep local radio local, with nearly half of all respondents indicating that they prefer “local” radio stations over “big” radio stations, a position that held true across numerous demographics including gender, age, political leaning and income level. When faced with the prospect of further consolidation in the industry, consumers viewed this negatively, with again nearly half stating that the local radio they prefer, which features programming controlled by individuals who actually have ties to the local communities they serve, would be hurt most by this trend.

So, consumers want diversity of content and they want to protect local radio. The NAB wants to consolidate to fewer choices by obliterating local radio. If the NAB wants to help the big guys compete, they may want to suggest that they start by listening to consumers.

The entire survey and top-line findings can be found here.

Get Involved!

Contact your Members of Congress and tell them you stand against Big Radio.

Contact congress
Back to Latest


Blog Post
LRFA Translator: Revealing the Truth Behind NAB Speak
August 12, 2019
ICYMI – NPR Reports on the Consequences of Loosening...
June 14, 2019
They said it: Broadcasters are talking out of both s...
June 12, 2019
Press Release
Statement on NAB's Testimony Before House, Senate Co...
June 04, 2019
Press Release
Music Coalitions File Reply Comments with the FCC Op...
May 30, 2019
What Consumers Want: Localism & Diversity in Radio
May 21, 2019
Press Release
musicFIRST Releases Data on Support for Keeping Loc...
May 07, 2019
ICYMI—Not all Broadcasters Agree with NAB on Radio O...
May 06, 2019
Press Release
musicFIRST, Future of Music Coalitions Voice Support...
April 30, 2019
Stay in the Loop


By submitting this form, you are consenting to receive marketing emails from: musicFIRST Coalition, 800 North Capitol Street, NW, Washington DC, DC, 20002, http://musicfirstcoalition.org. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
By submitting you agree to our Terms & Conditions