Listeners Who Want To Hear Currents Have High Radio TSL
November 19, 2012
This week, we continue myth-busting, showing that people who are looking for particular music attributes listen to the radio longer than those who are not.Â The truth is that the more passionate a listener is about key attributes that have always defined Radio, the more likely she boasts a long Radio TSL.
There are really only a small handful of essential, traditionally successful, basic music-vintage positions, ranging from old to new, endlessly paraphrased and recalibrated according to format.Â But at least one of them will serve as a magnet to any successful music station.Â
So let’s take a look.Â Do a lot of listeners today prize each of these music positions?Â And if so, do those listeners, who consider each of those attributes important, listen to the Radio more, or less, than other listeners?Â
- Is Radio listening robust among the listeners who place high value on discovering new music?
- Is Radio listening robust among the listeners who place high value on hearing current hits?
- Is Radio listening robust among the listeners who place high value on hearing the most popular titles for their target taste?
- Is Radio listening robust among the listeners who place high value on music that brings back memories?
Listeners Value Hit Currents, Peaking Women 18-34, and CHR, Urban, and AC
When it comes to hit current music, demand can vary tremendously, even within every demo.Â Older men, in general, assign the least value on hearing the hits, and younger women, in general, assign the highest value.Â But we do take note that among every female demo, over 60% rate the importance of currents at a “4” or better on the six-point scale, with the Men 18-34.Â This is an important perception: most Radio listeners, period, not just an intensely music-active young fringe, think they want to hear the hits.Â The name of the game, of course, is to understand what quotient of currents will sufficient satisfy each demo’s desires.Â
By format, the current-seekers are not surprisingly most prevalent within the CHR and Urban audiences, followed by AC and Country, to some extent.
Listeners Who Value Currents Listen To Radio Longer Than Those Who Don’t
Those who most value hearing the hits listen to radio longer than those who do not value hearing the hits.Â So, not only are hits-seekers not spending less time with Radio and more time with alternate music media; They are in fact spending more time with Radio.
What this means to you
Playing the hits continues to be a signature attribute of Radio.Â While it may be true that some hits-seekers are listening elsewhere more lately, the big picture is that Radio is very healthy among the hits-seekers, and can continue to expect their listening.Â Diligently police and reinforce this position, of course, but just keep delivering the right currents and they will keep listening.