Contests Attract Ratings Participants... And Top 40 Fans
July 26, 2012 at 3:54 AM (PT)
Women who keep radio listening diaries or carry a PPM meter are much more likely to participate in radio station contests, says data to be released this week by ALAN BURNS AND ASSOCIATES.
"Thirty-one percent of all women 15-54 tell us they have entered or tried to win a radio station contest in the past year," said CEO ALAN BURNS, "which is higher than most people would guess. But diary-keepers and meter carriers are 55% more likely to have done so. Almost half of the actual ratings respondents we talked to had tried to win a radio contest in the last 12 months."
Top 40's heaviest listeners are also more likely than the average to have entered a radio contest.
BURNS commented also that the appeal of some contest prizes can be out of proportion to the prize's actual cost. "For example," BURNS says, "a year's supply of free gasoline will attract as much participation as giving away $5,000 in cash, despite costing roughly half that much."
BURNS says this week's data release from his company’s third annual study of women's media behavior will answer key questions about the Top 40 format and its listeners, including:
* What's driving Top 40's surge?
* What's the biggest difference between winning Top 40s and also-rans?
* Is "More Music" is a winning Top 40 strategy?
* Who would Top 40 fans elect President?
BURNS interviewed over 2,000 Top 40 and AC listeners for this year's study and is releasing the results in a series of free webinars presented by TRITON DIGITAL. This week's "Deep Dive into Top 40" is scheduled for THURSDAY at 3:30p EDT. To register, click here.
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