ALL-Music TSL vs. RADIO-Music TSL: MEN
April 22, 2013
In the past few months, weâ€™ve been showing you important new data on digital media and your listeners.Â The evidence is very strong that digital, online, and/or social media is where the fish are biting, while most stations have yet to start effectively fishing there.Â Thus, it presents a great moment of opportunity that may not last long.Â
Among other information, we have learned that the will-research-for-cash radio listener spends more time online than he spends with the radio.Â This is particularly so at the young end.Â Looking at this fact as a half-full glass, it means that we now have great opportunities to reach them directly online and link them directly to our own digital media choices.Â
And how critical is it for us to do that?Â Well, once a listener is truly living digitally, she is thus doing her music listening digitally in some way much if not all of the time.Â Whether to radio stations, internet radio, streaming services, mp3â€™s or otherwise, younger folks are hip to a wider variety of digital music alternatives.Â Are we even top of mind on their digital menu?Â Wouldnâ€™t it be smart to have a constant reinforcing message out there?Â And, as knowledge of and comfort with our digital competition gradually spreads older, will we be prominent on older listenerâ€™sÂ digital menus?
To underline the importance of being constantly advertising online, as the 25-34â€™s start to live more and more digitally like 18-24â€™s, let us look at the audience one cell at a time. Â This week, the men, next week the women.Â One very simple pair of questions.Â Their perceptions of their daily music radio TSL and their total daily music TSL (any media).Â As you will instantly see, for both genders, there is a real age-skewed difference, at least in perception.Â The younger end says they are listening to music
As we would expect, and will also see among women, young-end men listen to music the most, and older men the least.Â But those young end guys do not report a corollary peak in radio TSL.Â The young end is the digital-behavior frontier.Â We want to make sure that, perceived or otherwise, the older demos will keep digital streams of radio stations high on their digital menus.Â Because in those brackets, the total music listening pie is smaller, and we want to make sure we maintain market share
What this means to you
Our listeners are living online.Â Our products are living online.Â Our advertising presence online needs to be constant, ubiquitous and attention-getting.Â Moreover, is the only medium where we can instantly connect our listener and our air product.Â Why blow a limited budget on a TV schedule, when that budget can do so much more for you, in the listenerâ€™s 2013 world, if you apply it digitally?
Next week â€¦ weâ€™ll look at the women.