This whole line of resarch misses the forest for the trees, if you ask me. I still think radio needs to think differently to get Millennials. They live in a multi-media world, and radio needs to be more than just audio. It needs to have a visual element, a mobile element, and be immersed in social media and the internet. That's radio's opportunity to continually provide content, content, content. You need to be a go-to place, and not just in the car. Engage. Don't use your website as a throwaway. Don't use your facebook page to announce where your street van will be showing up. Have someone providing content all the time, and not just information about your format.
It won't translate into ratings or money immediately, which is why it doesn't happen in the shortsighted moneygrab world of broadcasting, but it will pay off by making you an important part of their lives. Some stations are doing it well. Most are not. Even Pandora doesn't really do it well. That's just my opinion as the father of a few Millennials. We used to call them "P1s" when I was in radio. Right now you've got a whole generation of P2s.
