Top 40's Audience Is 'The Digital Demo'
Key Questions About Top 40 To Be Answered By Burns Study
July 25, 2012 at 3:53 AM (PT)
* What's driving Top 40's surge?
* What is the biggest difference between winning Top 40s and also-rans?
* Is "More Music" a winning Top 40 strategy?
* Who would Top 40 fans elect President?
ALAN BURNS AND ASSOCIATES will release the answers to those and other key questions about Top 40 and its core audience this week in its "Deep Dive Into Top 40" webinar.
That data will include the fact that "Top 40's audience is incredibly active in social media," according to BURNS SVP JEFF JOHNSON. "That of itself isn't news. But the results of our latest national study of women shows that the biggest fans of the format -- its 'Heavy/Deep' audience -- are even more social-media-active. They're 28% more likely to have sent a Tweet in the last 24 hours, 36% more likely to have liked a station on FACEBOOK, and almost 80% more likely to have responded to a radio station’s FACEBOOK post."
PINTEREST is the newest significant web presence for Top 40 P1s, with nearly as much weekly usage (37.4%) as TWITTER (39.6%). Both, however, trail FACEBOOK's daily usage, which is 73% of Top 40 fans.
And the day gets off to a very digital start for 15-24-year-olds. After making breakfast for themselves, the most common things they do before leaving home are texting (49.7%), checking e-mail (48.8%) and checking FACEBOOK (46.6%).
BURNS AND ASSOCIATES interviewed over 2,000 women for its third annual "Here She Comes: Insights into Women, Radio, and New Media" study and the findings are being unveiled in a series of free webinars presented by TRITON DIGITAL. Click here to register.
This week’s webinar, scheduled for 3:30p EDT THURSDAY, is a detailed look at the Top 40 format.
ALL ACCESS features exclusive commentary from CEO ALAN BURNS about the study and its implications every FRIDAY.