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Study Reveals Women's Favorite AM Show Feature
RADIO ONLINE | Thursday, July 28, 2011 |
The favorite radio morning show feature among women 15-54 is prank phone calls. That's according to research released Thursday from Alan Burns and Associates' second annual national study of women who listen to AC and CHR radio.
"When you break it out by age," said CEO Alan Burns, "prank calls are a clear number one among younger women. Older women are a little less enamored of the bit, and it ties with various forms of Trivia bits for the top spot. Another demo difference was in War of the Roses -- big younger, not so much older."
"The largest finding to me, though," added Burns, is that less than 40% of all women who listen to morning radio told us there is even one bit or feature they look forward to hearing in the morning. That seems to say that collectively radio's morning show content isn't good enough. And maybe that's why only a third of these women tune in to radio before they leave home in the morning."
Entitled "Here She Comes 2011," the study covered women's interests, radio and media usage, and preferences for music and other kinds of content. Burns said the data shows one desired type of information that isn't often covered by radio. Specifically, information about the personal safety of listeners' children, which ranks in the top five of information desired by all demos.
The study also shows that money has overtaken time stress as women's number one concern. When given a choice between more money, more time, a better relationship with her significant other, or more frequent sex, seven out of ten women chose more money.
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