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.

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

Headlines:

- 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.