PPM vs. Personality? On-Air Fun Matters To Top 40 Listeners
July 24, 2012 at 3:49 AM (PT)
The closer you get to the heart of Top 40's consumer base, the more important entertaining personalities become -- especially in the morning. That conclusion is among the data to be presented this week from ALAN BURNS AND ASSOCIATES.
Seven out of 10 women between 15 and 54 say that a significant reason for listening to the radio is that "some of the people on the radio are entertaining," and CEO ALAN BURNS says the closer to Top 40's core listener you look, the more important personalities become.
"When you start narrowing your focus, from all women to Top 40 cumers, to its P1s and finally to its Heavy/Deep listeners, every step along that path increases the degree to which women strongly agree with the 'entertaining people' statement," said BURNS.
Agreement with "I listen to radio to hear fun and funny stuff in the morning" follows the same pattern, BURNS notes.
BURNS AND ASSOCIATES surveyed over 2,000 women for this year’s national study of women's Radio, Music, and Digital Media attitudes and behavior. Results are being revealed in a series of free webinars presented by TRITON DIGITAL, with this week's "Top 40 Deep Dive" scheduled for THURSDAY at 3:30p ET. To register, click here.
Data from the first two of this year's presentations, "Industry Headlines" and "Radio's Digital Battleground," are available on www.burnsradio.com.
"Heavy/Deeps" were defined by a DMR and ARBITRON study at the UNIVERSITY OF WISCONSIN, and are heavy radio users who spend a majority of their listening time with their P1 station. Heavy/Deeps may be only 2 to 3% of a station's cume, but typically account for half of its quarter-hours.
ALL ACCESS will carry exclusive commentary by BURNS on the study results each FRIDAY.