ALL-Music TSL vs. RADIO-Music TSL: WOMEN
April 29, 2013
NuVoodoo’s recent national study of radio listeners 18-54 tells us this is a great moment of opportunity for marketing radio stations.Â Â We have been showing you how much time and value your listener now puts into the online/digital/social media world.Â Meanwhile, most stations are only dabbling online, usually without a master plan, and still putting most of their budgets into traditional media.Â Thus, now we have a window, bound to close sooner rather than later, for the smart broadcaster to jump in big time, with both feet and, importantly, a professionally-designed strategic plan, into online/digital/social-media advertising.
The fact that your competition is probably still asleep is only one reason to go heavily digital with your advertising.Â We also want to make sure OUR digital product is constantly top-of-mind among that target, as they make the inevitable shift to digital listening.Â
Many under-25’s, the first to have gone digital, have reduced their TSL to radio stations, including our online streams.Â As older demos now get increasingly more digital in their daily lives, Radio needs to retain most of their TSL, converting it to our digital products rather than to competing digital music media.Â It should be obvious that will be able to do this only if we are strong and constantly present, with “point of purchase” advertising online.Â
To demonstrate the urgency of the moment, let us compare those under-25’s to the older demos.Â This is the second part of our cell-by-cell comparison between the audience’s Music TSL (via all media combined) and Music RADIO TSL.Â Last week we looked at Men, and now we move on to Women.
Just as we saw last week with Men, the younger-end women report much more music listening than the older end.Â But, also as we saw with the Men, their difference between these two cells’ music radio TSL is not nearly as great.Â While 56% of Women 18-24 say they listen to at least an hour of music per day, only 29%Â say they listen to music radio at least an hour per day.Â A gap of 27%.Â Among the 25-34’s, the gap is 19%.Â Among the two older cells, the gap is less than 10%.Â We want to keep it there.Â Our goal is not to slow their coming conversion to digital listening.Â That is going to happen regardless of what we do.Â Our goal is to make sure that it continues to be digital listening to US.
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 listener’s 2013 world, if you apply it digitally?
So what’s next?Â Stay tuned.