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Heavy Listeners Consume Four Times As Much as Light Users


DMR Interactive
DMR Interactive

Frequent flyers on American Airlines account for just 13% of total passengers, yet they deliver 50% of annual revenue. These business travelers generate 6.7 times more revenue than the typical passenger who flies American just once per year. In a similar way for radio, consumption is driven by the heavy listeners who deliver on average four times the occasions and TSL as light users.

"Flights have never been so full, but not all passengers are created equal. Frequent flyers travel more often and spend more per trip, so airlines are increasingly super serving this small group to build relationships that foster loyalty. The same is true for radio, we deliver the most reach, but our heavy listeners are our bread and butter and deliver a disproportionate impact," said DMR/Interactive President and COO Andrew Curran.

For Delta's part, when a life event such as a new born baby, a job transfer or an illness provides a downturn in travel, the newly launched program Reclaim My Status allows their best customers to maintain their Medallion status. According to an airline spokesperson, "We're always looking for new ways to take care of our customers and that includes injecting even more empathy into travel ... Loyalty goes both ways."

Radio knows firsthand the impact of life events on listening. When a natural disaster strikes, radio listening surges. On the other hand, with the school year set to wrap up in the comings weeks, PUMM levels will predictably change.

Curran continued, "With a strategic focus on the heavy listeners who matter most to your ratings and revenue, relationship marketing, recruits, segments and engages members of the target audience with the most listening to give."

For more on the parallels between airline frequent flyers and heavy radio listeners, read DMR/Interactive's latest blog, "This is Your Captain Speaking: Lessons from 39,000 Feet" by clicking here.

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