AI in Media Study
Understanding News and Audio Consumer Perceptions of AI
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Why we conducted these studies
Our mission was to understand the nuanced preferences of audiences toward AI in broadcasting and content creation and explore the diverse demographic attitudes toward AI's increasing role in media.
These studies of audio and news consumers provide a wealth of data and insights to help our partners understand and strategically navigate the evolving AI media landscape.
Our intention is to foster a shared understanding of AI's implications and opportunities grounded in audience insights and best practices for responsible innovation.
Futuri’s AI in Media Studies were conducted in partnership with CMG Custom Research. One survey fielded in December 2023 included 2624 audio consumers, and the other survey, fielded in March 2024, included 2500 news consumers. Led by research veteran Bill Thiel, the studies stand as the most extensive investigation into the perceptions, expectations, and realities of AI's role in media to date. We ensured none of the respondents or their families or friends work in the broadcast industry to ensure unbiased and insightful audience feedback.
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This survey was fielded on the Internet using an independent panel with 2500 completes.
Breakdown by region:
Central Region: 500
Midwest Region: 500
Northeast Region: 500
Southeast Region: 500
West Region: 500
Respondents were unaware of who conducted the study.
Objectives:
Capture news consumers’ perception of AI to establish a baseline.
Capture news consumers’ current use of AI.
Identify any differences in opinions of those who watch local news on television vs. those who don’t consume local news on television.
Address AI perceptions by testing different options and content of video: news, weather, and reporter videos, and having the respondents watch and rate examples.
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This survey was fielded on the Internet using an independent panel with 2624 completes.
Breakdown by region:
Central Region: 513
Midwest Region: 493
Northeast Region: 528
Southeast Region: 560
West Region: 530
Respondents were unaware of who conducted the study.
Objectives:
Capture and show results by format preference and region for the following formats: News/Talk, Classic Rock, Rock, Top 40, Country, AC, Urban and Urban AC.
Capture radio listener perceptions of AI to establish a baseline.
Capture their current use of AI.
Address Radio and AI perceptions by testing different options and content, including podcasts, having the respondents listen to and rate examples, and seeing if there are specific dayparts preferred for Radio AI?
