When the results of "Roadmap 2014" are available in about a month, it will be the individual radio stations getting their grades by core listeners.
The study goes into the field this week in over 90 markets in the US and Canada and the national trends will be revealed at A&O&B's annual Pre-CRS 2014 client seminar.
Satisfaction levels last year were highest with 35-44's and lowest, though still very good, with 25-34.
Reliance drives behavior. Measures of listening like loyalty, time spent listening, core vs fringe and tune in occasions are all driven by a feeling of regular daily reliance on a personality or radio station.
Importance, an internal realization a personality or radio station has become valuable to the listener drives perceptions which can drive that behavior.
These "average" levels in Roadmap seem to have peaked three years ago and appeared to be trending downward for the last two years. Each individual station performs uniquely of course and knowing if you're better or worse than average is a crucial success factor.
- How much do listeners rely on your radio station this year?
- How important in their lives is it?
Switchability of the average country radio listener seems to have gotten easier and easier little by little over the last five years.
There's only one way to reverse those troublesome trends and that is to know what they are. A&O&B is committed to measuring them again right now.
Invite your listeners to be a part of this annual exam. If you want to learn how, let's talk soon.
Your 2014 ratings depend on it.