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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.
Awards Season traditionally ends with the Academy Awards, but in the new tradition of the Oscars and the Miss Universe pageant, Alan Burns and Associates/Strategic Solutions Research announced today the runners-up for Top Artist awards in the Top 40 and Hot AC formats.
Radio’s Personalities Are Not Connecting As Well with Teens
“Young people are the future of radio, and the very near future of Top 40, and in general radio’s personalities are not connecting as well with 15 to 19-year-olds as with older demos,” says consultant Alan Burns. Alan Burns and Associates, along with Strategic Solutions Research, continue to release data from “What Women Want – 2017” this week with a deep dive into the Top 40 and Hot AC formats.
Let’s imagine for a moment that you are a retailer who owns five stores. The cash flow from those stores is very important to you – it pays your mortgage, feeds and clothes your family, and pays for your kids’ education. Your stores are called Home, Car, Work, Other, and Headphones. Four of your five stores are equipped with electronic scanners which help you ensure that every item sold is tracked and all the revenue is accounted for. But your fifth store, Headphones and Earbud City, doesn’t yet have a barcode scanner – or it has one, but you’re not sure it works very well, and all the sales are cash over-the-counter. You have to take the manager’s word that every dollar gets counted, reported, and deposited. He says he’s working on it, but it could probably be better.
Headphones and Radio Listening – It’s an Enormous Issue
43% of Actual Ratings Participants Wear Them During Half or More of Their Listening
The radio industry has been concerned about measurement of listening while wearing headphones or earbuds, but until now no one has known just how big the issue could be. Now data released (yesterday) by Alan Burns and Associates and Strategic Solutions Research suggests that the amount of listening by women while wearing headphones may be far higher than most would have guessed.
54% of women who listen to music at work source it through radio. That’s one of the statistics that will be released this Thursday and the next batch of data from the Alan Burns and Associates/Strategic Solutions Research national study of 2000 women. Alan Burns noted that three out of four women (74%) who work full-time listen to music while they work. “40% of them listen to over the air radio, and another 14% listen to the online stream of an AM/FM radio station. Pureplay music streamers now account for 21% of women’s at work music choice.”
Six out of every ten women in America can connect to the Internet in their car, according to the Alan Burns and Associates/Strategic Solutions Research study of 2000 women, and the study says AM/FM radio is still the dominant audio choice in those connected cars.
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.
