NuVoodoo Study Reveals That Radio Remains Strong With Likely PPM Participants
September 8, 2014 at 5:53 AM (PT)
NUVOODOO MEDIA SERVICES has released additional findings from its fourth and latest NUVOODOO Ratings Prospects Study. Among nearly 1,100 respondents, ages 14-54 in all PPM markets, 89% use radio daily among those who say they would participate in a PPM-style ratings methodology. Radio remains highly relevant -- especially among those who would be inclined to participate in the current ratings system.
VP/Research LEIGH JACOBS said, “Radio remains strong, particularly among could-be ratings participants. These human periscopes who are inclined to participate in the PPM ratings are beneficial in many ways. In our data, we’ve seen that they’re more highly attuned to paying attention to advertising messages and are more likely to enjoy the contests that radio stations use as part of their promotional arsenal. It’s especially beneficial to radio, since fewer listen daily among those who predicted that they wouldn’t participate in a PPM-style methodology."
EVP/Marketing MIKE O’CONNOR noted, “Armed with this information and deeper insights beyond, we can help our marketing clients target heavy users of radio with minimal waste. And with FACEBOOK, GOOGLE and YOUTUBE at our disposal in 2014, it’s never been more economical to reach them.”
Pres. CAROLYN GILBERT added, “All broadcasters complain about the ratings, but these data show that, even with the limitations, all in all, PPM ratings are good for radio -- unless, of course, one of your important panelists goes on vacation, in which case it’s the worst system ever devised by anyone.”