Tuesday, June 07, 2005

Paragon: Local Contests Work (But Less)

Mike Henry at Paragon Media Strategies: "The appeal of contests to radio's audience continues a slow decline, but for a small minority of listeners, contests will affect the stations they listen to and how much they listen to them."

For more on the study: click.

Better, go to http://www.paragonmediastrategies.com and sign up for it yourself so that you receive notice of future Paragon studies of national radio use.

The study compares national contests to local ones, associations with personalities.


- 14% of all listeners report they listen more when a station that is already a favorite is running a contest.

- 8% of these 404 listeners nationally reported that they have listened to a station they would not normally listen to because it was running a contest that caught their attention.

The sample was 42% male/58% female.

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