Kelly Research Examines 'Prize Pigs'
January 13, 2010 at 4:37 AM (PT)
KELLY MUSIC RESEARCH released the third installment in its study of radio listeners who participate in callout and station website database music tests. Part 3 focuses on the potentially adverse impact of radio contest players -- commonly referred to as "Prize Pigs" -- on station databases and the music research drawn from them.
Based on a 300 person nationwide random callout survey, only 8% of music station P1s are likely to participate in radio contests. Prize Pigs are driven to stack the deck in their favor. They compete with each other to win radio’s giveaways without regard for the music or format. Unfortunately, they also don’t mind tarnishing radio’s research efforts along the way.
According to KELLY VP/GM PAUL KELLY, "The same Prize Pigs are in every radio database in the market whether they listen to the station’s music or not. The Contest Cult enters databases multiple times under several e-mail addresses. Surveys and test scores get corrupted because contesters are not real listeners."
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.