Albright & O'Malley & Brenner Host Pre-CRS Discussion
February 8, 2016 at 1:05 PM (PT)
ALBRIGHT & O’MALLEY & BRENNER hosted its pre-COUNTRY RADIO SEMINAR (CRS) 2016 discussion this AFTERNOON (2/8) at the OMNI HOTEL in NASHVILLE.
Speakers included BECKY ALBRIGHT and MIKE O’MALLEY from A&O&B, NIELSEN ENTERTAINMENT VP/Radio STEPHANIE FRIEDMAN, SCHLITZ LAW’s STACEY SCHLITZ, DMR INTERACTIVE President/COO ANDREW CURRAN, and COLEMAN INSIGHTS President/COO WARREN KURTZMAN with RCS/MEDIA MONITORS President/CEO PHILIPPE GENERALI (NET NEWS 1/29).
A&O&B opened the panel with its annual ROADMAP, as well as studies in mobile usage, streaming habits, new media implementation, and the brand-content matrix. More than 9,600 Country fans were surveyed in over 65 markets across the US and CANADA for this YEAR’s ROADMAP presentation, including 85% Country P1 users.
While station satisfaction appeared to remain consistent across all demos regarding Country radio usage, noted hot-button issues emerged this YEAR that are new to the mix. As the majority of listeners still cite Country as their preferred format because it has the “best music,” and complaints of “repeating songs” and “too many commercials” remained top-of-mind, new hot-button complaints included the “music mix” and that listeners polled “don’t like Country as much” as they used to.
Where are the listeners going when they leave your station? A&O&B found that 37% of Country listeners will tune to a different format when they leave, while 29% will switch to a different Country station in the market. Streaming services accounted for 25%, satellite radio for 20%, and 31% will tune in to their owned music when they leave your station.
Of those listeners surveyed, 55% said they had discovered a new artist or band via radio in the past year. Has Country radio become better or worse in the past year? Only 20% of those same listeners said it had improved, citing new artists and a variety of music as the improvements, while an overwhelming 80% of those surveyed said it has declined over the past year, citing “Pop” nearly 300 times in the responses as a trigger word for the decline.
Social media and mobile devices were also included in the survey, with the largest growth booms showing in INSTAGRAM and SNAPCHAT usage, both of which hold “Celebrity Interaction” as the number one reason for using the platform. The other high-growth opportunity in mobile consumption is in those who now use their phone as their only source of an alarm clock. Going, going, gone are the days of clock radios welcoming your listeners to the morning show – integrating your station app with an alarm feature may now be the key to scheduled daily occasions.
A&O&B listed its Top Takeaways for the session as: Current Hits from Millennial Artists having the most impact; Your competition is your listener flipping to a new format; Maximizing reach with mobile inclusion; and Driving home the brand with FACEBOOK, INSTAGRAM, and SNAPCHAT.
NIELSEN ENTERTAINMENT VP/Radio STEPHANIE FRIEDMAN then shared the correlation between streaming habits and radio usage, highlighting streaming’s ability to “Spot The Hit” and “Prospect For Gold Titles.”
Currently, 67% of those who cite Country as their preferred format are also listening to online music via streaming, be it on-demand listening or pre-programmed streams. FRIEDMAN highlighted ARISTA NASHVILLE artist CAM, MERCURY NASHVILLE artist CHRIS STAPLETON, and newly-signed RCA NASHVILLE artist KANE BROWN as examples of artists whose radio hits and sales successes could be predicted utilizing data from streaming metrics. Additionally, streaming numbers can be utilized to determine which of an artist’s vast catalog of music is most-streamed and would, therefore, make the best additions to your catalog as a GOLD title.
SCHLITZ LAW’s STACEY SCHLITZ shared insight regarding ASCAP, BMI, and SESAC in regards to mobile radio, online streaming, and podcasting. Various licenses are needed for each, so it is always best to check with your representative from each of the major licensing firms when launching a new mobile or multi-media platform product.
DMR INTERACTIVE President/COO ANDREW CURRAN highlighted mobile marketing in an era when AMERICANS are utilizing a smartphone at an average rate of 150 times per day. “If you’re benchmarking your mobile platforms against the station across the street, you’re failing,” explained CURREN. “Because they aren’t doing a good job, either.”
Mobile marketing inclusion should engage your station’s amplifiers: the station super-fans who are experts on your brand. By knowing who your amplifiers are, knowing what to tell them, and engaging them via the instrument they interact with 150 times per day – a mobile device – you can share your brand’s message with each of your amplifiers’ contacts as they naturally share your message.
“Good marketing starts with good conversations,” CURRAN reminded the attendees. Activating and engaging your P1s and amplifiers is best done with great content and precision targeting.
Additionally, COLEMAN INSIGHTS President/COO WARREN KURTZMAN and RCS/MEDIA MONITORS President/CEO PHILIPPE GENERALI further explained the need for great content utilizing their Brand-Content Matrix. Detailing the difference between a “turn on” versus a “switch in” and a “turn off” versus a “switch out” in listening habits, KURTZMAN and GENERALI detailed the findings recorded over 3.5 million listening occasions in 92 Country stations.
It was most important to note that, of the 3.5 million occasions in Country listening reviewed, 62.7% of listeners “turned on” and “turned off,” meaning they did not flip the station during the occasion. While it is still important to target and understand reasons listeners may “switch in” and “switch out,” the “turn on” and “turn off” habits currently dominate occasions.
During the A&O&B panel, attendees were also treated to two separate music breaks. Hit songwriter DON SCHLITZ touched on the theme of content as it pertains to both songwriting and radio content, saying, “The more you involve the listener in the story, the better off you are.” He also shared his hit songs “The Gambler” and “When You Say Nothing At All,” as well as a recently-penned, yet-to-be-cut track entitled “God I Hate Lawyers.”
REPUBLIC NASHVILLE new artist BRETT YOUNG also entertained the crowed, playing a set with producer DANN HUFF. YOUNG shared the stories behind his music and how he draws content from his real-life experiences. His set list included “Left Side Of Leaving,” “You Ain’t Here To Kiss Me,” “In Case You Didn’t Know,” and his forthcoming radio single, “Sleep Without You.”
The A&O&B panel drove home key points including content creation, compelling on-air material that stretches across multi-media platforms, and the ability to drill down on your P1s when utilizing limited marketing resources. These and more will be similar themes running throughout the full agenda at this WEEK’s continuing CRS 2016