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Urban Audience Analysis
March 6, 2007
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Identifying Lifestyles Is Key
As we head into the vital spring ratings sweeps, I thought we should take a look at the makeup of today's Urban radio audience. Accurately identifying audience lifestyles can make a big difference for those stations who really want to bring it. Identifying how to relate to target demographics, specific life groups and income levels has become even more vital to Urban radio's success in the changing environment of 2007. With all the new distractions and choices, this process continues to be even more complicated, but necessary.
In many of our blue-collar markets with significant Hispanic populations, Urban stations have to take advantage of their love for our music and artists and reach out to them. The idea is to market effectively so that they feel that it's their radio station too. Put some billboards up in those Arbitron zip-codes where you know they live. Make sure you have contestants with Hispanic surnames. Take your van into those neighborhoods. Make part of your website bilingual. And even though the audience in 2007 is aware and perhaps sharper than they were a few years ago, there are less of them. And they're not listening as long.
Everyone in the business has a tendency to over-glamorize listeners by making them a little bit more music-savvy and event-savvy than they really are. In today's media-cluttered world, we're just the appliance next to the can-opener in the kitchen. We also often come to the erroneous perception that the audience is hanging on to every word we say, which is where we can get into trouble. Urban stations have to plan, schedule and become involved in everything. We must look to the future on a constant basis and plan things months in advance. If there isn't enough going on, you have to create events for your audience.
Because Urban and Urban AC stations can appeal to such a wide range of demographics, it is important to target life groups as well as demographics. This is essential because you can't own all the life groups within a specific demographic. We've all heard it said that 25-54 is not a demographic, but a "family reunion." Urban stations need to target the 18-34 side of the demo scale, while Urban AC stations focus on 25-49 year-olds. Although they obviously overlap in the middle, it's totally unrealistic to think a contemporary music format can be strong in every sub-cell within 18-54. Unless you're in a market that isn't very competitive, your station has to have a brand that transcends the limitations of the appeal of the music you're presenting. This is where Urban stations can see real success. And this only comes with time and consistency.
With Call-Out How Soon Is Too Soon?
We can't really examine, analyze or even talk about reaching the Urban audience without first looking at the music that brings them to our side of the dial. And how do we arrive at the decisions we reach? Are today's Urban PDs creating a kind of self-fulfilling prophecy and, in the process, getting lower levels of song recognition? If a single is put into callout research after only a week's worth of spins, is that enough? How about after two weeks? Are 80 spins enough? How about 120? And then keep in mind that some Urban and Urban AC stations have syndicated morning and afternoon shows, and, as a result, a record in heavy rotation might only be getting 30 spins or less. So what's the answer?
It depends on the song, the genre and the amount of market exposure the track is getting. But for some programmers, a week's worth of spins may be enough of a track record to begin their callout research. I spoke to one winning major-market programmer who said putting songs into callout early gives him a better sense of how popular a song is. This is something he wouldn't get if he were to wait until he hit a number like 100 spins. He wants as immediate a barometer as possible from the audience so he can get an early gauge on how the audience feels about the new music that's being played on the station.
Personally I suggest that 100-150 spins should be a minimum for most Urban stations before putting a song into callout, especially if it's a new artist. Some artists or songs will work immediately. Remakes for example, with their built-in recognition factor, also can go into callout early.
Here's another thought: If you're the only one on the song, I'd say you need a minimum of 200 spins before it gets familiar enough to be tested. There are some songs that will just lay out there and die for weeks and weeks. Then there are some artists such as Robin Thicke that will just pop immediately. Sometimes if you have a record that just doesn't show a lot of development or movement. That's when you've got to say, "This record is a stiff," regardless of the demographics.
Niches Within The Demos
There are also niches within the demographics. There are different segments of, let's say, an 18-34 audience. Even if you only target females 18-34, there are some very discernable differences. There are those who are still in college, those who are not; those who are married, and those who are still single. These are the major changes people make in their lives. Changes that affect the way they think.
We don't schedule our music by saying this segment is designed specifically for women who have two kids, but you have to be cognizant of those things. And you have to deal with having a variety of personalities on the air. For example, your midday personality may refer to her kids in one way while the afternoon guy discusses his in another way. At the same time, the night slammer doesn't have any kids so he's rapping about other things.
Finally, in the Urban audience analysis, both groups are important. You have to target and understand specific life groups to get the demos you need. Perceptuals or lifestyle research is important. In many markets you have to look at exactly who makes your numbers happen. Then you should cater musically and promotionally to these listeners and potential listeners. If you have a significant or growing Hispanic population, use your research to include and identify the demos associated with this segment of the population and cater to their lifestyle or culture as well. It's really simple. If you reach out to your audience, they will tell you what they want and what they don't want. Then you give them what they want and eliminate what they don't want. Get in the streets, and then make the streets come out of the speakers.
Word.
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