Alan Burns/Strategic Solutions' Study: Adele Rules Top 40 And Hot AC
'What Women Want' Webinar Rescheduled For March 8th
March 3, 2017 at 3:04 AM (PT)
An ALAN BURNS AND ASSOCIATES/STRATEGIC SOLUTIONS RESEARCH study of 2,000 Top 40 and AC listeners has found that ADELE is by far the most popular artist with listeners of Top 40 and Hot AC. one in every four women polled in the national study of women’s media and music behavior cited her as one of their three favorite artists. The English star won every demo except 15-24s, where she was second to 21 Pilots.
“It’s a pop world,” commented STRATEGIC EVP HAL ROOD. “With Top 40 and Hot AC sharing the same top two music styles: current Pop, such as songs like SIA’s ‘Cheap Thrills’, and slightly more pop-rockish hits like WALK THE MOON’s ‘Shut Up and Dance'.”
The study found that the appeal of EDM-flavored pop songs such as DJ SNAKE’s “You Know You Like It” varied widely between markets or regions, from a high score (3.9) in the NEW YORK, CHICAGO, LOS ANGELES and LAS VEGAS combination to a much lower rating (3.4) in the combination of DALLAS, CHARLOTTE, NASHVILLE and TAMPA.
“We were also a little surprised by the appeal of 2000s-era gold with Top 40 listeners,” said BURNS Pres./CEO ALAN BURNS, “which may underscore the general sense that current product wasn’t at its strongest in 2016.”
The study’s “Deep Dive into Top 40 and Hot AC” also found that fun and personalities play vital roles in both formats. “Not only are fun and entertaining personalities important to the two formats’ listeners generally, but they also attract heavier listeners and ratings cooperators, with the added bonus that they are radio’s best assets versus competing media,” said BURNS VP JEFF JOHNSON.
Presentation of the data series wraps up next week on Wednesday, March 8th at 2p (ET)/11a (PT) with a Deep Dive into AC and Hot AC. You can register for the free webinar, or download slide decks and recordings of the first three webinars at www.burnsradio.com, or www.whatwomenwantstudy.com.
What Are We Doing, Really?
In an exclusive commentary to ALL ACCESS, ALAN BURNS added:
The typical questions wrestled with by programmers at Top 40 and Hot AC stations are focused around music, formatics, promotions and contests, imaging, and keeping the operation running smoothly. Those are all very important, but an even more important factor is: what is it that we are supposed to be doing for the target? Playing their favorite songs -- surely that’s the most important thing, right?
Actually, playing the right music is a critical part –- but only a part -– of our most important job. Because the number one reason women listen to contemporary music radio is for escape and mood improvement. You’ve heard those terms before, I’m sure, but perhaps not heard them positioned as the primary thing they want. It is, by a wide margin, as we’ve seen proven in the Burns/Strategic Solutions Research “What Women Want” study.
Playing songs she likes a lot -- especially the uptempo hits -- helps her escape and feel better. Fun and funny helps her feel better. What else can we do to serve that need? That question deserves some brainstorming time if you’re running a Top 40 or Hot AC station.
It can be a challenge to spend time thinking about the person we’re doing it for, when simply doing what we do, day after day, takes so much time and energy. But we’ve been doing these music and media studies of women since 2010 and we consistently see that the more a woman (and most likely, any listener/customer) feels she’s understood by the people at a radio station, the more she listens to that radio station. She identifies with it, forms a strong connection, and that kind of connection keeps her from being a P1 to you this week and your competitor next week.
To radio’s credit, more women say their favorite radio station understands them (somewhat to very well) than do the people who make their cosmetics or the fashion buyers at department stores. Beating industries and businesses that spend millions of dollars to understand and predict women’s tastes and value is pretty impressive. So is beating these women’s significant other in total understanding.
But the competition from other media and other stations intensifies daily. Let’s keep getting better, to avoid falling behind. Keep asking: What are we really supposed to be doing?
'What Women Want' Webinar Rescheduled For March 8th
ALAN BURNS AND ASSOCIATES and STRATEGIC SOLUTIONS RESEARCH are rescheduling of the fourth and final webinar in the “What Women Want-2017” series so that it is not in conflict with EDISON’s Infinite Dial webinar.
“We feel both studies are important for the radio industry, so we’ve volunteered to move our fourth webinar to WEDNESDAY, MARCH 8th at 2p (ET) to allow radio to give its full attention to both studies,” said STRATEGIC EVP HAL ROOD.
“One of the big findings of What Women Want is that radio has more value than MADISON AVENUE and WALL STREET has given it credit for," BURNS founder ALAN BURNS said. "The way to address that is for radio as an industry to work together, and this is one way we can work together for the good of the radio business.”