Alan Burns: Music Radio Doesnâ??t Talk About Music
August 7, 2009 at 5:02 AM (PT)
Consultant ALAN BURNS has released more information from his study, which shows listeners to a typical Top 40 or AC station in the U.S. are 15 times more likely to hear the station plug its website, text programs or on-air contests, than to hear a comment about the music on the station.
The study was based on daytime hours of 20 stations in markets #10-100.
According to the report, 40.3% of breaks were devoted to contests, website or text-program mentions, whereas less than 3% of all breaks included comments about music other than mentions of title or artist.
"The typical station isn’t embracing its music," said BURNS. "No one wants to hear an air personality drone on about an artist, but what’s missing is a sense of enthusiasm about the music, excitement over a great new song, or an interesting bit of information about an artist the station plays. Why should the audience be passionate about a station’s music if the station itself doesn’t reflect any excitement or interest?"
The study, entitled "What Does Music Radio Talk About When It’s Not Playing Music?" is available at www.burnsradio.com.