Bridge Ratings: Get To Know P1's And 'New Influentials'
August 2, 2007 at 1:00 PM (PT)
BRIDGE RATINGS has released part 5 of its on-going two-year study of the changing landscape of radio listeners.
“We’ve been talking to listeners of all ages, all format preferences and all geographies,” explained Pres. DAVE VAN DYKE. “And as with most consumer products, radio too has consumers who are far more active than what we’ve known to be called P1 -- or Preference 1 listeners. P1’s are radio’s most devout heavy listeners, but there is a much more passionate group we call 'The New Influentials' who are even more important.”
The New Influentials comprise about 10% of all radio audiences, but all formats are not created equal. Country has one of the highest composition of these New Influentials -- News/Talk one of the lowest.
“Find the Influentials for your radio station and market to them heavily,” continues VAN DYKE, former manager for CBS Radio’s KCBS/LOS ANGELES. “If you play your cards right, not only will they listen to you longer and more often, but they’ll be your most important advocates both on-line and off.”
Read more about this fascinating study at www.bridgeratings.com.