NuVoodoo Releases Findings Of First-Ever Annual Consumer Study On Radio Marketing
April 7, 2014 at 9:25 AM (PT)
NUVOODOO MEDIA SERVICES, founded by veteran media research and marketing strategist CAROLYN GILBERT, has released the findings of its annual national consumer study for 2014. The study reveals how ratings responders use media in general and radio, specifically. The findings provide key insights as to how PPM/Diary responders are different from the general population, including what they expect from media, what is important to them, and how media outlets can reach them.
GILBERT and EVP/Research Analysis LEIGH JACOBS revealed the findings FRIDAY (4/4) in a keynote address at WWRS 2014 at the ROOSEVELT HOLLYWOOD HOTEL.
GILBERT said, “We conducted a national research study that was entirely focused on the programming and marketing issues of radio brands, and the results are quite compelling. No one has conducted a national study of this nature, so this is fresh and meaningful information that will help our customers program and market their stations much more effectively. We will use these important insights to enhance our current product line and build new products to help our radio station clients improve their ratings and to give them a marked competitive advantage in their markets.”
Results from the NUVOODOO study include:
- 88% of likely meter wearers said they would participate in PPM because they would be compensated for their participation.
- Higher income correlates with lower ratings participation. As household income goes up, participation rates go down.
- In PPM, there is a distinct correlation between radio TSL and predicted participation. Those who spend little or no time with radio are also less likely to predict that they would participate in PPM.
- In PPM, there is a very strong correlation between time spent with social media -- particularly FACEBOOK -- and likely ratings participation.
- Potential respondents of PPM are more likely to connect with stations online -- be that through the station’s website or through a social portal.
- Ratings prospects are more likely to notice all types of advertising -- and they’re twice as likely to notice ads on FACEBOOK and other social media.
- Compared to non-prospects, ratings prospects are more co-operative and are more likely to enjoy playing contests. And they prefer playing contests via text versus phone.
- Landline penetration is now at 50%, but 2/3 of those won’t answer their landline-- ever.
- Online music testing participation beats telephone 3:1
- Likely meter wearers’ interest in prizes isn’t directly proportional to the value of the prize.
- Only about 1/3 believe radio stations are very interested in their feedback and input.
- Among over a dozen slogans and positioning statements, those focused on benefits delivered by stations outpaced those describing station attributes.