DMR/Interactive: How To Reach The Radio 'Super Fan'
August 24, 2015 at 1:23 PM (PT)
DMR/INTERACTIVE estimates that the number of "radio superfans," those who regularly share and amplify their favorite stations with friends and co-workers, are estimated to number approximately 30 million listeners nationwide.
“The opportunity for radio is to engage and harness this tremendous asset to drive increased listening and ROI for advertisers,” according to DMR/INTERACTIVE President/CEO ANDREW CURRAN.
By leveraging data analytics, stations can identify and score their most active listeners who consistently drive the ratings and revenue of a station. In turn, this allows stations to also maximize their limited resources by ensuring they focus on those who matter most.
So-called "Amplifiers" represent just 10-15% of a station’s audience, but based on DMR/INTERACTIVE’s audience segmentation analysis, they consume a disproportionate amount of radio and are tremendously loyal to their favorite station. In addition, the new listeners that emerge are not only in the station’s core demo, but are 70% more likely to remain engaged with the station due to the unique power of word-of-mouth marketing.
CURRAN added: “Audience Amplification is a powerful way to consistently grow a station’s audience at little or no direct cost and it provides a competitive advantage for radio against other platforms. With limited internal resources, stations cannot afford to treat listeners the same and inefficiently allocate resources.”