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Is Radio Great Because it Connects with Local Communities?
January 12, 2015
Have an opinion? Add your comment below. The results from the 2015 NuVoodoo PPM Prospects Study are in! We'll be sharing our latest insights as we move through 2015 - though we'll save some for clients, some for the designs of our revolutionary direct marketing programs for clients and still others for our keynote at the Worldwide Radio Summit coming up this April in Hollywood. For this latest study, our fifth PPM Prospects Study, we extended the demo down to age 14 and up to age 64. The sample for this latest study includes interviews with over 2000 14-64's, population balanced across all PPM markets and further balanced by gender, age and ethnicity. We went as low as age 14 so that we could see what the attitudes and beliefs are of those who'll become adults in the next few years. We went as old as age 64 so that we could compare attitudes and beliefs of Baby Boomers, who've been great radio consumers, with the Gen X'ers who now comprise a majority of even 45-54's.
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The results from the 2015 NuVoodoo PPM Prospects Study are in! We’ll be sharing our latest insights as we move through 2015 – though we’ll save some for clients, some for the designs of our revolutionary direct marketing programs for clients and stillothers for our keynote at the Worldwide Radio Summit coming up this April in Hollywood.Â
For this latest study, our fifth PPM Prospects Study, we extended the demo down to age 14 and up to age 64. The sample for this latest study includes interviews with over 2000 14-64’s, population balanced across all PPM markets and further balanced by gender, age and ethnicity.Â
We went as low as age 14 so that we could see what the attitudes and beliefs are of those who’ll become adults in the next few years. We went as old as age 64 so that we could compare attitudes and beliefs of Baby Boomers, who’ve been great radio consumers, with the Gen X’ers who now comprise amajority of even 45-54’s.Â
Operators and managers have theorized for years now that connection with a local community is a key benefit for broadcast radio and a powerful weapon against streaming pure-plays, like Pandora and Spotify. When we asked our 2000+ respondents across all PPM markets to agree or disagree with that idea, we were pleased that a majority agrees – and, among some format P1 groups, strong majorities agree with that idea.Â
Even in the worst cases, near-majorities of the P1 groups tracked in our sample agreed with the thesis. While you might surmise from the results among P1’s for Urban AC, News/Talk, All News and Classic Rock/Classic Hits that older demos find this benefit more appealing, you can’t ignore the majority support among P1’s of formats with strong younger support, like CHR and Country. And, of course, we know this listener benefit becomes a focal point among many existing and prospective advertisers.Â
Let’s start out the New Year thinking about this connection that’s important to majorities of our listening constituencies and greater majorities of our advertising constituencies. Let’s make sure that deepening and strengthening those connectionsis part of our strategic planning in 2015. It’s critical that we ask ourselves, what would we be doing to maintain our community connections today if operators like Pandora and Spotify and SiriusXM had always been part of our competitive matrix?Â
It’s a matter of pushing our programming beyond the playlist. It’s a matter of pushing our promotions beyond what’s required. It’s a matter of connecting with our communities every day. And, after all, isn’t that one of the goals when it comes to maintaining licenses?Â
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