NuVoodoo Ratings Prospect Study Reveals Facebook Remains Dominant Social Medium With Teens And Adults 14-54
August 28, 2014 at 3:59 AM (PT)
NUVOODOO MEDIA SERVICES has released additional findings from its fourth and latest NUVOODOO RATINGS Prospects Study. The company interviewed nearly 1100 respondents, ages 14-54, in all PPM markets to update NUVOODOO’s insights on emerging social media platforms.
Pres. CAROLYN GILBERT Said, “When we started NUVOODOO nearly four years ago, our goal was to use the power of today’s technology to help broadcasters win in the 21st Century. We’ve walked away from the 20th Century’s dominant research tool: the landline telephone -- which connects us to fewer and fewer each day. We’re using Big Data to help us ferret out the right people. We’re using Social Media to serve up much of our marketing punch.”
VP/Research LEIGH JACOBS added, “FACEBOOK remains the dominant Social Media platform among these 14-54 year olds and, despite all the hype surrounding them, both SNAPCHAT and VINE are comparatively small players overall. While other players get more coverage, INSTAGRAM has the deepest penetration among our sample of Teens 14-17 after YOUTUBE and FACEBOOK -- and is getting traction among Adults 18-34.”
JACOBS continued, “We also wanted to explore usage momentum -- especially for FACEBOOK. Among the users of each platform, we netted out those saying they’re using a platform more and those saying they’re using it less. We found continuing positive momentum for FACEBOOK even among 14-17 year olds. Other platforms have stronger momentum, but given its tremendous reach, FACEBOOK remains a powerful tool for connecting with listeners.”
EVP/Marketing MIKE O’CONNOR said, “Radio marketing is about influencing the most likely ratings respondents at the lowest cost possible. It’s pretty clear from our findings that heavy users of both Broadcast and PANDORA can be reached in numbers on FACEBOOK and YOUTUBE that rival the home phone of a decade ago. But in 2014, why would anyone continue to overpay for telemarketing? Imagine knowing the exact music taste of everyone and then only calling the most likely listeners. It’s that precise targeting and cost-efficiency that make Social Media the great equalizer. I see it all the time: savvy stations up-ending much better-funded competitors that remain stuck in the past.”