Nielsen: Futuri's 'Instant Alerts' Power Big Gains In Tune-Ins, TSL
November 17, 2015 at 1:31 PM (PT)
A new NIELSEN AUDIO study shows sharp increases in both tune-in and time spent listening on radio stations offering consumers FUTURI’s INSTANT ALERTS feature that sends text, tweet or e-mail alerts to listeners when one of their favorite songs is about to play. The study, commissioned by FUTURI MEDIA, tracked listening activity for several months on 10 mainstream formats at 40 stations in 16 major markets measured by PPM.
According to the report, 62.5% of the stations using INSTANT ALERTS increased tune-in occasions within 90 days of deploying the feature. By comparison, they were 36% more likely to boost occasions by at least 10% within that time frame than a control group of similarly formatted stations in similar-sized markets which did not offer the feature.
FUTURI client stations also increased the number of occasions by an average of 5.75 times more than a control group of similar stations. This dramatic increase for stations using INSTANT ALERTS resulted in an acceleration of time spent listening, scoring as much as 30 times the growth as that of the control group. Comparatively, the INSTANT ALERT stations were 45% more likely to extend TSL by 10% or more within 90 days.
NIELSEN also found that consumers who recently became INSTANT ALERT users anticipated becoming “more engaged” with their favorite station in terms of TSL, a key driver of station ratings. More than 83% said they planned to listen more to that station in the coming week, with a majority who said they intended to listen “a lot more.” And more than 70% of these INSTANT ALERT consumers said they were more likely to recommend the station to a friend.
The research also indicated that many consumers who use INSTANT ALERTS show potential for becoming heavy listeners, known as “P1s." Nearly 42% said they would listen to their favorite station for at least two additional hours in the coming week. Those heavy listeners can generate 50% or more of that station’s total listening.
FUTURI MEDIA CEO DANIEL ANSTANDIG noted: “This study provides a meaningful link between engagement online and broadcast ratings. This study is proof-positive that INSTANT ALERTS can generate more tune-in occasions, translating into more TSL, a larger audience share and a stronger average quarter-hour market rating. Equally important is the evidence that INSTANT ALERTS are effective at building affinity, which leads to brand loyalty and sharing. Ratings, retention, and referral – that’s a powerful combination.”