Reaching 18-34 PPM Prospects: What the Data Tell Us
April 2, 2012
By Carolyn Gilbert
How many times have you heard a PD talk about "18-34's" or "25-54's" as if that was the target audience? We keep forgetting â€“ we're not looking for any old 18-34 or 25-54; we're looking for one who will carry a meter or fill in a diary. Once you narrow it down to those needles in those great big haystacks, you're looking at both a more difficult and more manageable target.
Arbitron has always had a tough time with 18-34's. They continue to have a tough time finding meter-carriers â€“ especially 18-24's. When we go back to the touchstone of "what makes sense," when you think about it, how many 18-34's do you know who would carry that thing around?
One of our main purposes in conducting our national radio study among 18-49's was to find out not only about how they use our medium, but what differentiates those who say they'd do the meter/diary thing from those who tell you today that they wouldn't.
A key question is, "How do we reach them?" When residential phones were ubiquitous, Arbitron used random digit dialing to find their victims, and we could replicate that methodology; if they wouldn't play our game, they wouldn't play Arbitron's. The needle in the haystack was less elusive. Everyone, including Arbitron, knows that because of cell phones, caller ID and general "usefulness," reaching a random and representative sample of Americans using a residential phone has become a frustrating and ridiculous exercise.
Arbitron faced facts and has now moved to address-based sampling. While we can't afford to go door-to-door to find respondents as Arbitron does when the going gets really tough, we can use address-based sampling as Arbitron does via the good old USPO.
People say, "18-34's don't care about snail mail." Yup. Intuitively, that's the right answer. But remember, we don't care about any old 18-34's. We care about those who consider being compensated to schlep that meter around with them for a year or two.
So we asked about the mail. Who opens it? What do they do with it once it shows up? And is there a difference between people who will and will not consider carrying a meter?
YOU BET THERE IS! 18-34 PPM Prospects are 48% more likely to read the mail than are non-prospects. And 18-34's in general are not significantly less likely than the general population to open the mail in the first place.
So what do we now know?
Remembering that it's about the meters â€“ not the general population - 18-34 PPM Prospects can be reached most effectively by direct mail, using the same address-based sampling as Arbitron uses. Now the mission is finding the message â€“ and the segmentation analysis and personalization options â€“ that move the meter for your station!
Meter carriers are a special breed. We must get to know them better. We hope to help you begin a wonderful, healthy and fruitful relationship with them.
During the next few weeks, we'll be doing a deep dive into the differences between those who will carry and those who won't carry a meter. The better we know those differences, the better our shot at reaching the needles in those haystacks.
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.