Good News For Radio: What Valuable Benefits Does Radio Offer Listeners?
March 19, 2012
By Leigh Jacobs
Radio's Utility Changes through the Dayparts
How does the consumer’s use of terrestrial radio change throughout the day?Â What can we offer them that resonates with what they’re looking for?Â And how does it match our assumptions about the dayparts?
By late afternoon, many consumers are seeking relaxation from the radio, while during the workday many are looking for some energy â€“ or want a companion.Â Among consumers who say they use radio at least 15 minutes per day, the overall results show that information seeking in the morning gives way to looking for a companion, or just filling the silence during the workday.
Across format partisans the results are sometimes surprisingly similar â€“ and sometimes just surprising.Â
During the workday, the largest groups among CHR Partisans are looking for companionship or energy and a minority seeks relaxation.Â By late afternoon, energy-seeking drops sharply and relaxation-seeking rises to fill the gap.
Rock Partisans surprised us by coming together as companionship seekers during the workday (though our wording also said “fill the silence”).Â Here, as well, the largest group seeks relaxation in the late afternoon.
It's well known that the most relaxing music is the music you like best, so we’re not recommending by any means adding smooth jazz to the late afternoon mix or even pulling down the tempo on Rock or CHR stations.Â We are recommending, however, that programmers in these formats consider the implications in how they promote and package late afternoons and the type of features they employ.Â
Among AC Partisans, information-seeking dominates mornings.Â By the time they get to the radio in early morning, many have already gotten their initial information dose from TV suggesting that programmers consider carefully which information is relevant and which is merely repetitive.
We'll be sharing bits of this study via AllAccess.com on a weekly basis.Â To learn more about NuVoodoo’s findings from this study, about all the actionable intelligence available to our clients, and how we can help you change the future, just write to TellMeMore@nuvoodoo.com.
Next week:Â Are Advertising Messages We Transmit Being Received?