Female Demos and Getting NEWS Via "Radio"
June 10, 2013
Week after week, we are showing you data on how quickly your listeners’ lifestyles are shifting to life-via-digital-device.Â All of our data comes from NuVoodoo’s 2013 national study of radio listeners 18-54 who agreed to do radio research for money.Â And all of it points in the same digital-rush direction.Â Very large fast-growing segments of every demo are now doing it all digitally.Â Among 18-34’s, the transition is moving particularly quickly.Â
Last week, we began looking at consumption of news.Â Who is getting it from a radio, and with what kind of time spent?Â We began with men.Â This week, we’ll look at the women.Â What unique patterns can we detect, and how are they different from the men?
Women 18-34 have not historically been major consumers of radio news.Â On the other hand, look at the Women 35+.Â Historically, we would see a major surge in News TSL with the 35-44 Women, and another big increase with the 45-54’s.Â But now those demos each show only modest increases over their younger sisters, in a continuing stairstep fucnction.Â The difference is that news consumption per se still surges after 35, but new-media devices are sucking up much of the increase.
Now, let’s compare the men:
The only contrast that jumps out at us is the traditional and expected difference that men, as always, are bigger consumers of radio news than women.Â Other than that, the genders behave similarly: (1) only gradual increases between 25-34 and 35-44, and (2) even less of an increase as we move to 45-54.
What this means to you
The most important lesson herein is that if we want digital consumption to US, then we need to be advertising to the digital lifestyle.Â This is about fishing where more and more of the fish are.Â The Radio industry expects to grow and thrive as a digital product for digital people.Â So how are we ever gonna get there by continuing to spend most of our ad budget trying to reach those people via traditional old media?Â And then wondering why other digital media seem to be gaining while we are not?Â
This is not hard to understand.Â It is only hard to act on.Â Because it requires discarding the advertising models we have used for our entire careers.Â That may be hard, but it sure beats letting the pure-digital players have the digital ad space to themselves.Â Do not wait.Â Get all over the digital ad space NOW while we still have a strong market share and identity for news with adults.Â We may not be able to get ahead of the curve with music listening, but, because the customer is older, we can still do it with news/info listening.Â Do it now.