Jacobs Media's TechSurvey9 Examines Top 40, ACs
June 10, 2013 at 3:05 PM (PT)
JACOBS MEDIA’s tech survey of more than 12,500 fans of AC, Hot AC and Top 40 stations -- the vast majority of respondents being female, discovered that music is important to them, and they turn to FM radio for music and artist discovery first.
"Each of these pop-based formats is female-centric, with Top 40 and Hot AC fans having the most in common," JACOBS MEDIA Pres. FRED JACOBS said. "Mainstream AC partisans are catching up technologically, but remain the heaviest radio listeners. Techsurvey9 provides a digital road map for strengthening relationships with these format fans."
Here are some key takeaways by format:
Top 40 fans are social creatures to the max. While they often lead other format fans in FACEBOOK engagement, Top 40 partisans are increasingly turning to other social platforms, and TWITTER has become a much bigger deal. They're more likely to share content, interact with their favorite stations socially, but also crave same-day acknowledgment. A strategic, active social media plan is critical for Top 40 brands hoping to grow and expand their audience reach. (Note: about half the respondents in this format grouping came from Canadian stations.)
Hot AC is a format under digital pressure. Hot AC fans engage on a variety of new media platforms. They’re quickly adopting PINTEREST, and they profile higher for subscribership to SIRIUSXM. They're listening to less broadcast radio during the past year -- and PANDORA is a corrosive reason why. Fans of Hot AC are also a bit more likely to drive a "connected car," and considerably more apt to be able to connect a mobile phone or mp3 player in the vehicles they drive. And their tablet and smartphone ownership continues to be among the highest of all formats included in Techsurvey9.
Mainstream AC listeners love radio (but often start their media day with TV). For these listeners, it’s all about FACEBOOK. AC devotees profile as the heaviest broadcast radio users, but conversely, but those listening to less radio point the finger at programming they don’t find desirable as well as commercial loads. A great way to strengthen bonds with Mainstream AC fans is through station e-mail clubs.
Techsurvey9 results were gathered online from JANUARY 29th-FEBRUARY 19th, 2013. Overall, 264 broadcast stations across the U.S. and Canada participated, contributing 78,111 total respondents.