Talk Radio vs. TV: Even Better Among PPM Prospects
December 2, 2013
Last week in this space, we showed you how well Talk Radio is holding up against the onslaught of Talk TV.Digging into the data from NuVoodoo’s most recent national study of Radio listeners 18-54, we looked first at Talk TSL by demos.Â And then showed how Talk Radio consumers, at all listening levels, continue to use Talk Radio more than Talk TV.
This week, let’s dive deeper into those numbers to look at the listeners who matter the most.Â People who might agree to carry a PPM.Â Throughout this series of columns, we have examined those folks, with consistently happy results.Â On virtually every indicator of Radio health, including TSL, station attachment, and affinity for the medium in general.Â Simply put, these PPM Prospects, as we call them, are more into, and more positive about, Radio than the Non Prospects.Â Which, of course, is great news for radio stations.
So, do PPM Prospects also listen to more Talk Radio than Non Prospects?Â And, compared to the Non-Prospects, where are they on Talk TV vs. Talk Radio usage?
The TSL story is the same for Talk Radio as for Music Radio.Â Listeners who might agree to a PPM listen to more Talk than those who would refuse to become digitally-monitored walking lab rats.Â By a remarkably wide margin.Â 29% of PPM Prospects say they listen to at least a half hour a day of Talk.Â Meanwhile, only 18% of the Non Prospects do so.Â
But are PPM Prospects simply people who are moreinclined to consume talk, period? In other words, would they also consume more Talk TV than Non Prospects?Â Thus, is Radio’s actual share of their total talk consumption no different than it is among the Non Prospects?Â Let’s check.
More good news.Â Among people who give Radio a majority of their talk time, the response to our initial theoretical PPM question is overwhelmingly positive:Â a gap of 34% between “Yes” and “No.”Â But when we shift to the listeners who give TV the majority of their Talk time, that gap becomes only 22%.Â In other words, the Talk consumer who uses Radio more than TV is much more likely to become a PPM carrier than the Talk consumer who uses TV more than Radio.
What this means to you
As we showed you last week, Talk Radio TSL looks healthy, and continues to beat Talk TV.Â But even more importantly, both of those stories get even stronger for Radio when we zero in on the people who determine our fate.Â Yet another reason to love PPM.Â And yet another reason to be bullish on Talk.