Kelly Research Examines 'Normal' Vs. 'Extreme' Fans
January 5, 2010 at 4:30 AM (PT)
KELLY MUSIC RESEARCH has released the second installment in its study of radio listeners who participate in Callout and station Website based research. This part of the study compares "Normal Fans" to "Extreme Fans" of radio stations. Based on a 300 person nationwide survey, 96% of music station P1s are "Normal" and 4% are "Extreme" Fans.
According to the study, Normal Fans also known as "Passives" can be very heavy radio users, however most rarely or never visit the websites of their favorite radio stations. Normal Passives outnumber Extreme Fans or "Actives" by about 25 to 1. Extreme Fans are more likely website visitors, contest players, TWITTER and FACEBOOK followers. Extreme Fans can be vocal, obsessive groupies, but account for a very small portion of a station's listening.
Pres. TOM KELLY commented, "Computers, Internet and mobile devices may have changed the communication devices used by the Extreme Fans, but they appear to be the same vocal minority that jammed radio request lines in the '80s."
Over the next few weeks, while the field work is being completed and results shared with the industry, KELLY is inviting broadcasters to participate in the discussion by sharing experiences and points of view on the company’s blog at kellymusicresearch.blogspot.com.