Coleman Study: CMN Hospital Radiothons Good For Stations, Too
September 10, 2013 at 4:04 PM (PT)
COLEMAN INSIGHTS concluded a study that found radio stations partnering with CHILDREN’s MIRACLE NETWORK (CMN) HOSPITALS’ radio events enjoy a more positive public perception, increased year-round listenership and higher revenues than non-partners. It also showed that CMN Hospitals partner stations who conduct radio events have stronger images than non-partners in several categories, including a 51% better image for being local, a 9% better image for having caring personalities, a 42% better image for being involved in the community, a 111% better image for raising money for a local charity and that 72% of listeners feel better because the station gives back.
The COLEMAN INSIGHTS research goes on to show that valuable brand depth beyond the music is attained at partner radio stations, increasing local branding which lead to higher station revenues. In 2012, stations generated $3.5 million in additional revenues from leveraging their relationships with local CHILDREN'S MIRACLE NETWORK HOSPITALS, with all monies staying at the station.