NuVoodoo Ratings Study Reveals That 49% Of Likely PPM Participants Believe Most Radio Station Contests Are Rigged
September 19, 2016 at 5:42 AM (PT)
NUVOODOO MEDIA SERVICES has released its recent Prospects Study of over 3,500 subjects, that revealed that 49% of likely PPM participants believe most radio station contests are rigged – and over half among 18-44 year olds.
Among likely PPM participants who think that most radio station contests are rigged, some are aware that stations are trying to extract more listening, while even more complain about their inability to contact the station. A lack of transparency also comes into play, with groups complaining they don’t see or hear the prize drawings, or they have suspicions most of the prizes aren’t actually given away.
“Our findings point to a need for greater transparency in radio contests," NUVOODOO EVP/Research Analysis LEIGH JACOBS observed. "While these issues are less important to the large numbers of listeners who are not susceptible to contests, they are very important to the smaller group whose listening stations want to influence.”
NUVOODOO EVP/Marketing MIKE O’CONNOR said, “We know that only about 5% of radio listeners care about contests, but the number goes up tenfold among likely ratings respondents. Yet, half that group thinks the game is rigged. When NIELSEN runs compliance contests for PPM participants, they announce the results in monthly newsletters – offering proof that rewards offered are real and attainable. Radio needs to follow the ratings company playbook and put the spotlight on winners!"