Nielsen Audio Client Conference Concludes
Millennial 360 Music Survey Highlights Included
December 7, 2015 at 5:50 AM (PT)
The final day for the NIELSEN AUDIO Client Conference started with laughter and included meaningful information on advertising, Millennials, personality on radio, PPM and P1s, streaming, music and Hispanic listening.
NIELSEN EVP Managing Dir./Local Media MATT O’GRADY and SVP/Audience Insights GLENN ENOCH opened the last day of the conference with opening remarks.
Talking Politics with STEPHANIE MILLER
Progressive political commentator, comedian and host of her own syndicated national radio show, STEPHANIE MILLER joined EDISON RESEARCH’s LARRY ROSIN for a look at how political tastes are changing the radio landscape and how to cut through in the increasingly crowded field of political commentary.
ROSIN: Your father BILL MILLER was on the presidential ticket of BARRY GOLDWATER as his running mate in 1964.
MILLER: Yes he was. This is not my dad’s REPUBLICAN party any more. The REPUBLICAN debates are reality shows. I went to USC, did some small-market radio, worked WQHT/NEW YORK, WCKG/CHICAGO, KFI/L.A., KABC/L.A., had a show on CURRENT TV and AIR AMERICA. I have a show on XM. There were some great people at AIR AMERICA, but many did not understand radio. That, and we were on a lot of low powered FMs. It hurt us.
ROSIN: Do you think you have influenced people?
MILLER: Not really, it’s about entertainment, pop culture, and not just politics. It’s talk radio and as a comedian, you can get your point across if you make you laugh.
ROSIN: Do you do formal endorsements for politicians?
MILLER: No. but politicians do come on the show
ROSIN: The conservative Talk stations are all old men; how are you doing what you do?
MILLER: I am doing well because I draw a younger audience, it works. Things now are so impacted by the new delivery systems. We sell stuff on my show and monetize. And my audience is loyal.
ROSIN: Do you think HILLARY will win the nomination?
MILLER: It is no contest and on the other side with the crazy REPUBLICAN candidates. TRUMP is amazing, he says nutty stuff and yet his polling is in double-digits..
ROSIN: What are the chances that things will get better if HILLARY wins the Presidency?
MILLER: Like or hate OBAMA, he reached out, accomplished stuff and it got him nothing with CONGRESS. The HOUSE would still probably be REPUBLICAN. You know they loved her before she started running for President. She worked across the aisle when she was in the SENATE.
ROSIN: Other than TRUMP, who will have a chance on that side?
MILLER: I would have said JEB BUSH, but his collapse has been amazing. Maybe RUBIO … even the Republicans hate CRUZ.
ROSIN: Will anybody run a third party?
MILLER: I guess someone could, but I can’t see it
How Top Brands Fight Through the Clutter
ARNOLD WORLDWIDE GLOBAL Creative Officer JIM ELLIOTT gave a presentation on brand building and cutting through the audio wallpaper. His company works with brands such as JACK DANIELS, CARNIVAL CRUISE LINES and PROGRESSIVE INSURANCE.
- “Great works and builds business. It is born from a brilliant human insight. An undeniable and extremely relevant human truth. The result of which becomes something totally new and unique. An idea and work that is increasingly brave. Work that takes the industry to the next level. Work that disrupts breaks established patterns to help us see things in a different way. It stops people in their tracks. It moves people. It motivates people. It changes their behavior. It gets people talking. It inspires, captivates, fascinates, and activates. It finds its way into the cultural conversation. It informs and defines culture. It is destined to become famous. Oh and it works. It builds business and transforms human behavior, big time.”
- “There’s a shift from talking at the world to making people talk. Today’s consumer can either be a watchdog, a critic, a brand or product-killer, or ambassador/evangelist. Don’t think of it as an ad; think of it as a story engine. How do we get CARSON DALY and JIMMY FALLON talking about something that was done on the radio?”
- “Ads need to inspire action.”
Millennials 360: The Music Habits of America’s Most-Connected Consumers
NIELSEN ENTERTAINMENT SVP/Insights and Analytics JULANNE SCHIFFER presented the companies yearly survey of U.S music fans. It gave an informative view into how Millennials are discovering, downloading, streaming & buying music, and where radio fits in that audio ecosystem.
Why Everyone Is Talking About Millennials?
- One-quarter of the U.S. population
- Highly influential – reshaping conventional business practices
- Huge potential economic spending power
- Multi-cultural, educated, diverse
- Eclectic set of priorities and interest; difficult to reach
Entertainment Is The Way To Their Hearts
- Over 90% of Millennials are fans of music, one-third are “super fans”
- 85% of Millennial men and 64% of Millennial women are video-gamers
- Two-thirds of Millennials consider themselves avid movie fans
- Millennials are 40% more likely to have attended a live MLB game in the past 12 months
Millennial Music Fans Spend Big
- Spend $169B each year at retail*
(35% of total retail spending)
- Make 112 trips to the store
- Spend $37 on the average trip
(13% more than the average HH)
Radio is important and streaming is important. Millennials want the active experience; YOUTUBE and SPOTIFY. Importance of streaming features. The number-one source for finding out about concerts is radio.
The Common Denominator: Music
- Music is unifying factor for Millennials
- Pushing the boundaries when it comes to music consumption
- Consume and interact differently with music than the world around them
- Reaching them requires a better understanding of what they value and how they diverge in their consumption and behaviors across this medium
Other Significant Takeaways:
- 75% of millennials use a smartphone to listen
- Digital is very important for music discovery.
- Music fans engage online.
- Streaming is important with easy navigation and depth of library most important
- Millennials are more open to paid streaming
- Musicians have high endorsement value
Millennials more likely to view brands favorably across every potential touchpoint.
The ZACH SANG and MARK THOMPSON Show
JACOB MEDIA Pres. FRED JACOBS played ringmaster to WESTWOOD ONE’s ZACH SANG of ZACH SANG & THE GANG and ENTERCOM’s MARK THOMPSON, host of MARK IN THE MORNING at KSWD/L.A.
The two are from totally different backgrounds and with very different approaches. However, they represent two generations of on-air personalities who reap the same results -- highly successful shows that have impact beyond the dial and with followings across multiple platforms.
JACOBS: Why Radio?
SANG: It is something I knew I was going to dedicate my life to. I made up my mind somewhere between high school and college. When I started doing the Internet thing at 14, I did not know, I was just doing it. FM is where the ears are, that’s where the listeners are.
THOMPSON: I was 15 at a pool trying to get girls to notice me, I noticed folks paid attention to the jocks on the radio and that’s when I knew it I wanted it. When I was growing up, it would sound like be a big family thing on the station I listened to in MUSCLE SHOALS, AL. You still have to put on entertaining real stuff.
SANG: Radio is still important to kids. Everyone does not have a iPhone or maybe there are not two computers in the house. Radio is important. And the various brand components are an extension of personality radio.
JACOBS: You both seem to take a similar approach
THOMPSON: We are two radio people, he’s 22 and I am 60. We have commonality. We are learning from each other.
SANG: I have learned from him how to work better with my staff
THOMPSON: I learned and made this guy promise to show me and get my staff how to get us up to snuff on the social media platforms. I have seen what he does with his show and it’s amazing.
SANG: During our FM show, we are also are doing shows on other platforms, INSTAGRAM, SNAPCHAT and FACEBOOK. It helps us helps us built our brand … it has added value and all available for advertising. When an advertiser gets our show, they get us in every way possible. We build relationships with advertisers. If you're part of ZACH SANG's GANG, you're part of ZACH's GANG.
THOMPSON: I will check for stuff at night before I sleep and night and when I wake-up in the morning.
SANG: For me and the crew, it’s a 24-hour process. My team is so important to the show’s success.
THOMPSON: My show is about whoever can make it work, it is not about me, in the end, the show gets the credit. I am a brand guy, we have a lot of features that are available for sponsorship.
SANG: My goal is for my listeners to feel like we are one with them.
THOMPSON: Are you hearing this, our approach is the same, we are real with the audience. The key is to give best content available. Personality is our only hope; it is what will keep us alive. The key is no matter where you are, you are the best content available.
SANG: Radio is made up of 2 things -- incredible music and incredible personalities.
NIELSEN Programming Insights Hour
The final conference featured NIELSEN VP/Audience Insights JON MILLER, NIELSEN VP/ Client Solutions STEPHANIE FRIEDMAN and NIELSEN Hispanic Broadcaster Account Specialist MONICA NARVAEZ.
Attendees were treated to the latest tactics and insights from NIELSEN’s programming and music experts. The trio covered a list of important issues including; Why every day matters in PPM, how streaming compliments radio, the influence of Hispanic listeners on the radio landscape, software insights and more.
- Radio has the second-largest reach besides TV.
- P1s are not spending any more time than others. It is about occasion and not durations. P1s come back more often, It’s about time spent. P1s spend more time because they tune in more often. It’s different from the 200-plus diary-measured markets, where keepers of the seven-day diary typically report longer durations, because that’s how they recall it
- PPM gives both seven days and every day. With the Diary you get seven days. Both provide a lot of useful information.
Success is about execution, position, and how the listeners see the brand.
- The latest research shows that 75% of Americans use streaming services, compared to 59% of Americans who listen to music on the radio every week. That’s not including those who listen to talk-based formats.
- Streaming is bigger than physical and digital sales. Streaming has changed our habits.
- As a music discovery tool, radio is still strong, too.
- The relationship between streaming and sells is there. The volume of streams is incredible.
- There is a correlation to streaming and how it affects sells. For example, by the time radio get to a song streaming has set the song up for them. We have many examples of it, like BRYSON TILLER. On-demand streaming and sales shows how songs move and the on-demand appeal can help radio with rotations.
- Not only can it light shine on a new song, but also catalog. Streaming can be used to refresh a stations library.
NIELSEN Music BDSradio with combined airplay, sales, and streaming is the research tool for radio programmers.
- There is a need for Hispanic insights. The growth continues to influence the U.S.. Hispanics were 5% of the population in 1970 and are 17% today. The projections say that percentage will be18% by 2020, and 27% by 2040.
- There are clear differences between U.S.-born Hispanics and foreign-born ones, and the real growth in recent years has been in U.S.-born Hispanics because immigration has been steadily falling. The US born Hispanics are younger, it is the reason radio listening has increased so much. The huge increase has been between 2 to 34.
- The shares in PPM markets for the Mexican Regional format have declined over the last five years from 21.8 to 15.6. Spanish contemporary is down from 11.8 to 9.2. However Pop Top 40 is up from 9.6 to 11.1 and Country has gone from a 3.2-share to a 4.5.
The Top 10 English language Hispanic formats:
- Pop/Top 40
- Top 40/Rhythmic
- Hot AC
- Classic Hits
- Classic Rock
Before targeting your station for a Hispanic audience, find out which Hispanic audience group in your city needs to be targeted.