NuVoodoo Reveals Consumer Radio Marketing Study

RADIO ONLINE | Tuesday, April 8, 2014

NuVoodoo Media Services has released the findings of its annual national consumer study for 2014. The study reveals how ratings responders use media in general and radio, specifically. The findings also provide insights as to how PPM/Diary responders are different from the general population, including what they expect from media, what is important to them, and how media outlets can reach them.

NuVoodoo Media Services President/CEO Carolyn Gilbert said, "We conducted a national research study that was entirely focused on the programming and marketing issues of radio brands, and the results are quite compelling. No one has conducted a national study of this nature, so this is fresh and meaningful information that will help our customers program and market their stations much more effectively. We will use these important insights to enhance our current product line and build new products to help our radio station clients improve their ratings and to give them a marked competitive advantage in their markets."

Results from the NuVoodoo study include:

1. 88% of likely meter wearers said they would participate in PPM because they would be compensated for their participation.

2. Higher income correlates with lower ratings participation. As household income goes up, participation rates go down. The majority of likely meter wearers have an annual household income of $25,000-49,000.

3. In PPM, there is a distinct correlation between radio TSL and predicted participation. Likely meter wearers listen to radio at least 30 minutes a day.

4. In PPM, there is a very strong correlation between time spent with social media -- particularly, Twitter and Facebook -- and likely ratings participation.

5. Potential respondents of PPM are more likely to connect with stations online -- be that through the station's website or through a social portal.

6. Ratings prospects are more likely to notice all types of advertising -- and they're over twice as likely to notice ads on Facebook and other social media.

7. Compared to non-prospects, ratings prospects are more co-operative and are more likely to enjoy playing contests. And they prefer playing via text versus phone.

8. Landline penetration is now at 50%, but 2/3 of those won't answer their landline -- ever.

9. Online music testing participation beats telephone 3:1

10. Likely meter wearers' interest in prizes isn't directly proportional to the value of the prize.

11. P1's believe that radio stations have small playlists that they play over and over.

12. P1's don't believe radio stations are very interested in listeners' feedback and input.

13. P1 listeners are benefits-focused, not attributes focused.