New Year. New Data.
January 7, 2013
As promised, NuVoodoo fielded an updated questionnaire right before the holiday “irregularities” reared their research-ugly heads.Â 2013 will be the big reveal of even more actionable data to help you run your radio stations.
Once again, we learned about the opinions and media usage habits of over 1,000 18-54 year old Americans, balanced to population, in the top 48 Arbitron metered markets.
We asked over 250 questions about:
- Their likelihood to carry a PPM
- Their thoughts about radio
- Their media usage beyond radio, and how we’re stacking up
- Their demographics and psychographics
- Formats â€“ preference and usage
- Susceptibility and response to advertising
- Much more
You’ll be learning how this year’s sample compares to the 2012 group who:
- Are in it for the money (lower income)
- Have families
- Love radio
- Are engaged with their stations
- Listen longer
- Are more likely to engage in contesting
- Respond to direct mail
- Pay attention to what they’re hearing
- And they want to be heard!
We’ll talk about how radio stacks up against other media in terms of usage, trust, affinity, loyalty.Â How important are we in their lives?Â What’s the opportunity to grow?
Last year, we focused entirely on music radio listeners.Â But as the playing field shifts, and we’re seeing more and more non-music programming on FM, especially, we put a spotlight on News/Talk listeners in 2013.
Some things you’ll learn more about related to News/Talk listeners:
- Men 45-54 are, by far, the most delighted by currently most popular (angry white guy conserva-)talk programming.
- The numbers are clearly getting older, and if our study went beyond 54 year olds, we’re sure we’d see the format satisfaction getting older too.
- They listen longer.
- And it all makes sense; being conservative means you have something to “conserve.”
- So where’s the opportunity?
- Hint: It’s not necessarily on the liberal side of the liberal to conservative bell curve.Â We’re super-serving the ultra-conservatives now.Â Traditional talk radio is leaving many “somewhat conservatives” and moderates out in the cold.
- There’s life beyond politics.Â What subjects are the anchors for the next generation of talk?Â We’ve looked for the answers and will be sharing the specifics in 2013.
We asked even more about relationship among advertiser, medium and consumer in 2013.
- How does radio stack up against other traditional and new media as a source of information from advertisers?
- How trusted are we?
- How about new technology?Â
- Where are our opportunities?
- What kind of consumer is most likely to respond to radio vs. other media?
- Who’s most likely to stay through commercial stop sets?
Your feedback helped us build the 2013 study.Â We’re excited to share the results with you through All Access as this new year proceeds!Â As we move through this study, please feel free to send us a note at firstname.lastname@example.org to ask for a deeper dive into any topic we discuss â€“ or to get a sneak peak at what’s coming up.
Happy New Year from everyone at NuVoodoo Media Services!