NuVoodoo Webinar: 10 Months Into the Pandemic, FM Radio Hosts Still Matter But Study Shows DJs Must Work Harder To Grab Younger Audiences

Free Webinar On Feb 11th

The first NUVOODOO webinar for 2021, “How To Get Your Ratings From Here to Vaccinated,” is set for THURSDAY, FEBRUARY 11th at 1p (ET), with four opportunities to be on the livestreamed webinar. A fresh sample of nearly 3,500 14-54s interviewed in early JANUARY can help you put your radio station on top of the NIELSEN ratings. Register for free here.

With so many changes in listening through the pandemic, NUVOODOO took a fresh look at the relationship listeners have with DJs and hosts on FM music stations. EVP/Research Insights LEIGH JACOBS observed, “Overall, it’s more positive than negative. But there is a sharp generational shift. Gen Xers – raised on radio and now 40-plus – are largely positive, with a 43% plurality giving DJs a thumbs up. Millennials, though somewhat less enthusiastic, are overall net positive as well.  Meanwhile, nearly three-fourths of Gen Z listeners give radio air-talent no better than thumbs sideways."

EVP/Marketing and webinar co-host MIKE O’CONNOR added, “Our studies always highlight the differences between those who’d say 'yes' to NIELSEN and those who would never participate in the radio ratings. The former group shows greater proportional enthusiasm for what’s in between the records, and air talent is no exception. But, the data about DJs from listeners giving radio its report card was really surprising to us, and it looked quite a bit different from other findings from likely panelists and diary-keepers. We’ll show you the complete picture during our upcoming presentation.”

NUVOODOO MEDIA SERVICES co-founder/President CAROLYN GILBERT added, "In a competitive landscape where consumers have lots of choices on where to turn for music entertainment, radio needs to make sure its human hosts are true positives for as broad an audience as possible. On-air talent have to be given the support and the flexibility to build connections with listeners and enhance the regard for their role on the station.”

The company will dive deeper in the webinar and show the differences in DJ perceptions across demos, ethnic groups and format preferences. They're also pulling together the latest data on:

• Smart speaker penetration and listening to FM radio on them
• Work-from-home and workplace listening trends
• National and local contests
• Marketing messages that drive tune-in or boost TSL
• Social and digital channels that move the needle
• Podcasts and streaming

NUVOODOO will cover all the latest information in less than 40 minutes. Register for any one of the sessions, here. 

Study Reveals 67% In U.S. Own A Smart Speaker, Production Accelerates

NUVOODOO’s report also revealed that smart speaker penetration is up to 67% among persons 14-54. The findings are good news for audio brands poised to optimize the smart speaker platform in 2021.

JACOBS commented, “According to our JANUARY study, smart speakers are in the homes of 67% of 14-to-54-year-olds and the penetration rate is accelerating. Up from 60% last JUNE and 56% in JANUARY 2020.” 

Added O'CONNOR, “Smart speaker penetration is even deeper among those likely to accept a NIELSEN meter. In fact, more that three-fourths of those who would accept a meter are using a smart speaker for audio entertainment, compared to just over half of those who’d say no to being a panelist.

“This segment listens to a lot more radio, too," O'CONNOR continued. "A small fraction, about one in seven, in the PPM No Group report are listening to radio for a half hour or more each week on their smart speaker. Compare that segment to the PPM Yes group, where the percentage who listen for a half hour or more each is over three times as large.” 

Noted GILBERT, “The great news here is that smart speakers are in many more homes and that continues to accelerate and provide listeners with greater access to audio information and entertainment. That presents a tremendous opportunity for radio in 2021 and beyond, as stations get smarter about optimizing their brands’ smart speaker positioning.”

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