Jacobs Media Techsurvey9 Rock Radio Formats; Viva La Difference!
June 4, 2013 at 4:21 PM (PT)
JACOBS MEDIA’s TECHSURVEY 9 found four very different digital profiles in the Rock radio family. More than 28,700 fans of Rock Radio formats -- Classic Rock/Hits, Active/Mainstream, Alternative and Triple A -- sounded off about their media and technology habits.
Alternative fans are the most tech-savvy, leading the other Rock formats in streaming, social, and mobile. Triple A fans profile as the hardest to please, while Mainstream Rockers now value personalities ahead of music on broadcast radio stations. And Classic Rockers are catching up, buying smartphones, texting, and discovering new platforms for content, including PANDORA.
"Each of the rock-oriented formats has its distinct digital footprint," JACOBS MEDIA Pres. FRED JACOBS said. "Programmers and managers need to understand that while they all enjoy rock music of one type of another, that’s often where their media similarities end."
Here are some key takeaways by format:
Alternative fans: Distracted and engaged, they listen to less radio and place high values on music discovery. The youngest listeners of the four formats are very social and mobile, consuming media content whenever and wherever they go. While vulnerable to pure-plays like PANDORA and SPOTIFY, they are especially likely to download radio-centric mobile apps. They’re most apt to share the digital content they love, and while they’re frequent FACEBOOK users, they are also moving to TWITTER, PINTEREST, and INSTAGRAM.
Mainstream Rockers: Of all the music formats, these fans say that DJs now outweigh music in their consumption and enjoyment of broadcast radio. The most male of these formats, Active Rockers are heavily into mobile, social, as well as options like PANDORA and satellite radio, and their use of and reliance on FACEBOOK and TWITTER for connecting with their favorite stations continue to grow.
Triple A fans; The "hopelessly hip" audience love music discovery, but their overall listenership to broadcast radio is on the low side. Even Triple A fans who listen to PANDORA are especially critical of that service’s lack of music discovery. Unabashed APPLE fans, Triple A listeners are above average for both smartphone and tablet ownership, but they also profile as the least social compared to fans of the other three rock-centric formats.
Classic Rockers, while the least techie, are rapidly catching up, quickly moving to adopt new gadgets and platforms, from smartphones and tablets to FACEBOOK and texting. The e-mail database has the best potential to build stronger relationships among fans of Classic Hits and Classic Rock stations. While PANDORA is becoming a more popular option, these more mature rockers are the most likely of these rock format fans to subscribe to SIRIUSXM.
On JUNE 10th, JACOBS MEDIA will host its final format webinar for TECHSURVEY9: The AC/Top 40/Hot AC Family.