What Makes Likely Meter Wearers Tick
April 21, 2014
Comparing those who said they’d accept meters for their household if offered with those who rejected the idea of participating, shows some sharp differences.Â We’ve previously shown the economic differences between likely participants and those who’d reject the invitation from our NuVoodoo Ratings Prospect Studies.Â But here we explore some of the attitudinal differences between the two groups revealed in our latest study.Â
At the bottom of our scale â€“ but still very significant â€“ likely PPM participants are 18% more likely to feel that they can change things just by expressing their opinions.Â So, actively seeking opinions from listeners, in addition to just being smart programming, enhances the likelihood of influencing listeners whose opinions really count.Â
Not surprisingly, likely meter wearers are more likely to say they’re cooperative people â€“ they’d have to be in order to cooperate with Arbitron or Nielsen Audio!Â And, they’re also 21% more likely to say they love recommending media choices to friends â€“ suggesting that there may have been some validity to the “tell-a-friend” contests stations ran years ago.Â
Likely PPM participants are 30% more likely than non-participants to say they enjoy playing games and contests.Â And we know that heavier radio users are more likely than lighter listeners to feel that way â€“ perhaps because contesting has been such an important promotional tool for so many radio stations for so long.Â Even though it’s the result of years-long self-selection, contests and games play to the very people we most want to influence.Â
Likely participants are also 30% more likely to say they like joining and belonging to groups.Â Obviously, this recommends having loyal listener groups â€“ and also targeting larger clubs and organizations in station promotional efforts.Â
And likely PPM participants are 53.6% more likely than predicted non-participants to say they love recommending media choices like TV shows, movies and websites on social media. Â This supports the efforts stations are putting toward social media and underscores the need to engage listeners through whatever social portal they choose and to give them ample opportunity to share station-branded posts, pictures and videos.
Stations have long made strategic choices about which listeners they’re going to target.Â We’ve been targeting based on gender, age, ethnicity and other factors for decades.Â These data recommend that we intelligently play to the psychographics of those people most likely to determine our fates through the ratings process.Â
- Give them opportunity and a clear way to express their opinions about your station.Â
- Consider contests and promotions with opportunities for listeners to involve their friends.
- Give them a station group to join â€“ maybe one where they get to express their opinion about the station.
- And, emphatically, engage with listeners in all relevant social media and give them opportunity to share great, entertaining, compelling station-branded content.