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You don’t hear much about paintball lately, but at its peak in 2004-2006 nearly as many people played paintball in America as played baseball - over 12 million people were shooting at each other for fun. Beginning in 2006, though, paintball suffered a horrendous decline; by 2016 annual participation had declined by over 70%, to about 3.5 million players.
One day I found myself in a video editing suite with four radio execs as we watched and commented on the editing of a TV commercial for their female-targeted radio station. At one point a spirited debate broke out over whether to include or delete a specific image from the spot. The arguments for and against boiled down to variations on two statements, which were:
As we wrapped up the last presentation of data from the public portions of the “What Women Want-2017,” Strategic Solutions Research partner Hal Rood and I compared notes on what we thought was most significant from the study. Several people have asked me what I thought was the best or most surprising thing to emerge from the research. I learned a couple of new tricks from this year’s data, but to me the very best thing about the study was getting another strong reminder of just how powerful radio truly is. Radio is the ultimate survivor; if cockroaches are the only life form still around at the end of the world, they will be listening to radio.
Burns/Strategic Solutions Research Study Profiles AC Music Tastes
Yesterday’s final presentation of data from the Burns/Strategic Solutions Research “What Women Want-2017” study included a close look at music preferences among Hot and Mainstream AC listeners. The two formats agree most on strong scores for soft contemporary hits (Adele’s “Hello” for example) and differ most on pop hits, which scored much higher at Hot AC than at Mainstream AC. Scores and sample songs include:
Top 40 Hot AC and Mainstream AC Fight Over Women in Their 30s
Results to be released today from the Alan Burns and Associates/Strategic Solutions Research deep dive into AC and Hot AC will show that all three contemporary pop music formats fight over thirty-something women. “While top 40 dominates women in their 20s, and women in their 40s gravitate to mainstream AC,” noted Strategic EVP Hal Rood, “30-39 is a dogfight. It’s the top end of Top 40, the young end of mainstream AC, and the core of Hot AC.”
Adult Contemporary Fans: Radio’s Variety Better than Pandora/Spotify!
Women who listen most to an adult contemporary radio station feel that their favorite station plays a better variety of music than online streamers such as Pandora and Spotify, according to data that will be released tomorrow (Wednesday) in the final webinar in the Alan Burns and Associates/Strategic Solutions Research series “What Women Want.”
Burns/Strategic Solutions Study Quantifies the Value of Listener Passion
New data from the Alan Burns and Associates/Strategic Solutions Research “What Women Want” study shows that just over half (55%) of all women have a radio station that they love. And while it may take hard work and great execution to produce that kind of affection, Burns and Strategic have calculated the return on that effort. “If a radio station connects with a woman well enough for her to say she loves it, she is 75% more likely to be or become a heavy listener (three or more hours per day) than a light one,” says strategic EVP Hal Rood, “and that’s a big difference in TSL. There are other benefits as well; for example, women who have a radio station they love are 75% more likely to actually keep a diary or carry a meter in a ratings survey than those who only ‘like’ their P1 station. Plus, they’re 20% more likely to be a strong opinion leader, and thus to expose other people to your station. So you get more TSL from women who are more likely to cooperate with Nielsen and to promote your station to other women.”
Adele is by far the most popular artist with listeners of hit-based formats Top 40 and Hot AC, according to the Burns/Strategic Solutions national study of women’s media and music behavior, with one in every four women naming her as one of their three favorite artists. The English star won every demo except 15-24s, where she was second to 21 Pilots.
Burns/Strategic Study Says It’s Still Rhythmic Music
As Hot AC has become more and more current-hits-driven, the line between it and the Top 40 format has become less and less clear, with some folks wondering just what exactly the difference is – other than teens. Where is the line now? According to data to be released today from the Burns/Strategic Solutions Research “What Women Want” study, it’s still rhythmic music tastes, which are significantly higher among Top 40 listeners.
More consumers aged 15-24 now cume pureplay music streamers like Pandora and Spotify than listen to AM/FM radio during the week, according to the Alan Burns and Associates/Strategic Solutions Research study of 2000 Top 40 and AC listeners. Data to be released tomorrow in the companies’ “Deep Dive into Top 40 and Hot AC” show the weekly cume ratings at 92% for radio and 96% for pureplays among the youngest consumers.
We've been consulting radio stations since 1985. During that time Alan Burns & Associates is proud to have helped hundreds of AC, CHR and Gold AC stations succeed in even the toughest of market circumstances. The result of our accumulated knowledge, experience, and skills is successful clients.
