New Burns Study Finds Opportunities For The Medium
Burns Provides Exclusive Content Each Friday On All Access
July 10, 2012 at 3:58 AM (PT)
ALAN BURNS AND ASSOCIATES is set to begin releasing data from its third annual national study of women this week, and ALAN BURNS says among the headlines are the amount of usage radio is missing in morning drive.
"Our data shows that while the average woman in AMERICA wakes up at 6:30 on weekdays, she doesn't turn on radio until 8a," said BURNS. "That’s an hour-and-a-half of lost listening per person per day in what should be prime time for radio."
The study also shows the top-two reasons for the delay are "I don't have time" and "I just don't think of it." BURNS says those reasons translate to "Our content needs to be better, and the less radio advertises itself the lower our share of mind goes."
A related finding in the study is that cell phone alarms have overtaken radio alarms as women's preferred way to wake up. BURNS says about four times as many women wake to an alarm on their cell phone as to a clock radio. "Most station apps have an alarm function," BURNS notes, "but I haven't heard a single morning show or station promote that."
BURNS AND ASSOCIATES researched the attitudes toward and usage of media and music as well as the personal interests of over 2,000 women who cume AC or Top 40 radio, and will release the results of its 2012 study in a series of four free webinars presented by TRITON DIGITAL. The first webinar is scheduled for this THURSDAY, JULY 12th at 3:30p EDT.
ALL ACCESS will carry exclusive commentary by BURNS on the study results each FRIDAY.
To register for any or all of the free webinars click here.