NuVoodoo Media Releases Ratings Prospect Study 20

RADIO ONLINE | Thursday, July 14, 2022

NuVoodoo Media Services

NuVoodoo Media Services has announced findings of NuVoodoo Ratings Prospect Study 20, fielded nationwide in June, 2022, to its largest sample ever of 5,495 14-54-year-olds across all PPM markets, including over 1,000 likely ratings respondents. Among the study findings is that likely ratings respondents are far more likely to listen to the radio and for much longer than the ordinary American, with key insights for Nielsen's upcoming "wearables" people meter rollout.

NuVoodoo's latest findings will be presented to the radio industry in the first of three free webinars entitled "The Wearable Wolf" on Tuesday, July 19 at 1pm ET/10am PT. The webinar will also be offered on Monday, July 25th at 12pm ET/9am PT, and again on Wednesday, August 3 at 2pm ET/11am PT. Register now to reserve your spot for this limited capacity online event at nuvoodoo.com.

NuVoodoo Media Services President Carolyn Gilbert said, "NuVoodoo's upcoming webinar series will review new study data and provide stations with a research silver bullet to help them better anticipate The Wearable Wolf and the impact of Nielsen's new "wearables" people meter rollout. For 10 years, we've been making these studies available free of charge to all members of the radio industry, whether or not we work with them as clients, to help broadcasters navigate changes in media that are only getting faster."

NuVoodoo Media Services EVP, Research Analysis Leigh Jacobs added, "With Nielsen set to replace as much as 75% of the PPM panel with new wearable meters by year's end (and the remainder changing over in 2023), NuVoodoo invested in its largest sample yet for its 20th semi-annual Rating Prospects Study presentation. 5,495 respondents participated, to make sure we'd have enough respondents to dive into the subgroups of likely rating respondents who predict they'd carry the new wearable meter in each of its three forms: clip mount, pendant, and wristband."

In fact, when given the choice of three wearable ratings devices - the wristband, clip mount, and pendant -- a 57% majority chose the wristband. Gen Xers (the 42-54's in the sample) had the thinnest majority (53%) choosing the wristband and a comparatively robust 26% liked the idea of the clip mount (basically a smaller pager). Fully 60% of Gen Z (14-25's in the sample) and Millennials (26-41's) said they'd opt for the wristband.

While overall time spent listening variances are small, the TSL profiles for those who prefer each of the devices are not identical. The comparatively heavy interest in clip mounts among Gen X means there will be heavier listeners to be mined from the clip mount squad. Conversely, TSL could be harder to come by from a population of pendant wearers.

NuVoodoo Media Services VP Research PJ Kling noted, "If there is one finding from this study that anyone responsible for budgeting and planning in radio should pay attention to, it's this: Only 20% of our total sample screened in as likely rating participants. It's more than a thousand folks out of our total group of well north of five thousand overall in the study."

Kling added, "34% of respondents don't listen to the radio at all (or enough to be counted by Nielsen). Yet, nearly 40% of RPS Yes Ratings Likelies spend an hour a day or more with radio every day. That's a massive divergence. It shows how the fate of every broadcast executive in the U.S. is in the hands of a tiny fraction of the overall population, and it has nothing to do with the overall reality. Finding those listeners likely to say 'yes' to Nielsen and directing their listening in your station's favor isn't just a luxury reserved for those lucky to have the budget, it's the cost of doing business."