Media Survey 2013
July 9, 2012
This year, week by week, we’ve been revealing information gathered from 1,000 18-49 year old respondents from the Top 45 PPM US markets. The quantity of data we’ve collected is enormous, and we hope that the columns we’ve been sharing have been useful to you and help you run your business.
As promised, we’re planning to field a follow-up study this fall. We’ll be tracking many of the questions we asked last fall. And as promised, we’d like to add some questions based on your input.
Because we’ve not revealed close to everything yet for this year, here’s a basic outline of the areas we’ve investigated and what we will follow up on in this fall’s study:
- Media Usage (TV, Internet, Radio, Music on any device)
- How important various media are in your life, oncluding TV, your smartphone, music, radio and other possible media attachment.
- "Social" activity; interaction with Twitter & Facebook (and I suspect we’ll add others this time)
- Interaction with the US mail system; response to direct mail and response to other station marketing tactics
- Trust in various media & brands (Google, radio, Facebook, TV News, etc.)
- Interaction with on-line music services
- Radio's attributes; what do they want that we happen to do well? And if we don't do it well, who's doing it well and how can we do better?
- FM Music Radio usage, format, preferences, TSL, attachment, personality attachment, etc.
- Radio uses by daypart; does daypart matter?
- How various advertising messages have been received; Radio's value to our advertisers
- Contesting and Valuable Prizes
- Texting's value as a communication tool with our audience
- Arbitron; concept statements and responses. Who's most likely to help out our friends in Columbia and why?
- Basic demographic & psychographic information
Keep in mind the primary goals of this project:
- To understand the differences between those who might participate in PPM research and those who won’t.
- To understand radio’s strengths and help exploit them, while shoring up our weaknesses.
- To understand our place in context of all the choices available. We used to say that radio was a zero sum game; the game has changed, and there are more players today than ever, and to come out on top we must change how we do things.
We’re happy to wing it â€¦ evaluate what we’ve learned and add to it for 2013. But if you’ve been reading these columns and thought, “Gee, I wish they’d asked â€¦” now is the time to insert your two cents.
It’s your job to respond to your listeners and advertisers. It’s our job to respond to you!
To tell us what you really want to know more about from media consumers, write a note to: firstname.lastname@example.org