Alan Burns: Is AC Serving Enough Information In The Morning?
July 31, 2012 at 3:53 AM (PT)
Research to be released this week by ALAN BURNS AND ASSOCIATES shows that working moms' morning experiences and needs can be significantly different from other women's.
"Working mothers wake up, on average, 45 minutes earlier than women who have no children at home," said BURNS CEO ALAN BURNS. "They’re more likely to have to feed and dress the kids, pick up after them, care of their pets, plan the evening’s dinner, do some household chore, and turn on a television. Working moms are 52% more likely to turn on a television in the morning than women without kids."
"Women turn TV on in the morning for two reasons -- to distract the kids, and/or for information," said BURNS, "and working women are 57% more likely to name news as the first thing they want in the morning... whether it's from radio, TV, or the internet. Fully one-quarter of all working moms want news first thing."
Moms and women with jobs are also in a better mood, according to BURNS' research. "Working women, and mothers, are more optimistic and positive than the average, and significantly more upbeat than non-working or childless women," notes BURNS SVP JEFF JOHNSON.
Why the emphasis on working mothers? BURNS says it's because both mothers and employed women listen to more morning radio. "The daily cume to radio by working mothers is 15 points higher than the all-women average -- and their TSL is better. On average, working moms listen to almost an hour of radio between 5:30 and 9:00a.
BURNS also says that based on what women have to do before leaving home in the morning, advertisers related to food and cooking, pet care, and household supplies would seem to be naturals for morning radio.
These findings are part of ALAN BURNS AND ASSOCIATES' annual effort to help better understand female radio listeners. For "Here She Comes 2012" BURNS interviewed over 2,000 women who listen to AC or Top 40 radio, and will present detailed results regarding AC and Hot AC listeners this THURSDAY in a free webinar presented by TRITON DIGITAL.
The webinar is scheduled for 3:30p ET. To register click here.
ALL ACCESS will carry exclusive commentary by BURNS on the study results each FRIDAY.
Data from the first three of this year's presentations, "Industry Headlines" and "Radio's Digital Battleground," are available on www.burnsradio.com.