Study: Does AC Radio Really Understand Women?

RADIO ONLINE | Thursday, July 29, 2010 | 5:08pm CT

Data released Thursday from an Alan Burns and Associates study "Insights into Women, Radio, and New Media" suggests that AC stations may be able to forge deeper connections with female listeners. The study found significant differences among women over and under 40 years of age in music preferences and usage of new media.

Top artists with female Hot AC listeners are Black-Eyed Peas, Nickelback, Lady Gaga, Pink and Green Day. For female mainstream AC listenersm it's the Eagles, Elton John, Carrie Underwood, Billy Joel and the Beatles. The number one thing AC listeners want in morning drive is "a lot of music." Information and humor are tied for second place.

The study also found that women are six times more likely to tune out a "long" commercial break as a "short" break.

"The reflexive male view of women's interests tends to come up with things like fashion, shopping and celebrity gossip," said CEO Alan Burns. "Those are all fun, and good for escapist entertainment. But there's another level there that's deeper -- the need to connect with others, to understand them, and to help them."