Burns: Heaviest Female Radio Listeners More Into Personalities
August 10, 2011 at 2:28 PM (PT)
AC radio’s heaviest female consumers are more interested in and entertained by on-air personalities, according to data to be released THURSDAY (TOMORROW) by ALAN BURNS AND ASSOCIATES. The firm interviewed over 2,000 women aged 15-54 for its second annual largest-ever study of female radio listeners, and will release the final set of data tomorrow at 2p ET in a free webinar presented by DMR.
"Most of AC’s quarter-hours come from heavy radio listeners who are deeply committed to their P1 station," CEO ALAN BURNS said. "Those women are much more into personalities than are the average AC listener. They are 50% to 80% more likely to like the morning show, to think air personalities are ‘cool people’ and to want fun and funny in the morning.
"This is vital because compared to the AC cume in general, these women listen to radio an hour-and-a-half more" he continued. "That’s a 75% increase in TSL. A lot of music is still important to these women, but they want it delivered by people they can bond with personally."
ALL ACCESS readers helped shape the study by indicating which topic areas were most important; ALLACCESS.COM features exclusive commentary on the data by ALAN BURNS this FRIDAY.
To register for the webinar, click here.