Showing posts with label Research. Show all posts
Showing posts with label Research. Show all posts

Saturday, May 25, 2013

Connect Personally And Keep It Real

For the last few days I've been sharing info-graphics from "State of Listening in America" which haven't gotten press coverage and yet I believe impact you very directly much more than than "good news" headlines picked up by media the day after the New York data presentation.

1.  CONNECT PERSONALLY WITH LISTENERS

Listeners have deep affinities with DJs and value the time spent with them.
2.  DJs ARE CONSIDERED CELEBRITIES WHO KEEP IT REAL”



Listeners expect a lot from us.

How have you delivered on those hopes in the last few minutes on your air?


Thursday, May 23, 2013

Radio Cornerstones Of Lasting Engagement

"State of Listening Today," according to Clear Channel CEO Bob Pittman, “Confirms that radio’s reach and appeal remain strong regardless of the platform, geography, ethnicity, or age group.  American listeners – particularly younger generations – feel a strong connection to their favorite on-air radio personalities – which is made stronger by social media – in a way that isn’t replicated by other media.”

The study also helps explain why:


Wednesday, May 22, 2013

It Was Actually More Than Just Great News For Radio

The trade press coverage of "State of Listening in America" in the last week has focused largely on the many positive aspects of radio in 2013 as a vehicle for advertisers.

Dr. Subramanyam also did something very clever at the conclusion of the presentation in New York that hasn't gotten the coverage that I feel it deserves.  Once the media buying targets were nodding "yes" to data about the reach, impact, target and power of radio, came this advice I want to underscore. 

IMPLICATIONS FOR MARKETERS 

These are the messages that I wish more of our trade media had covered and that all of us in radio need to share with our production departments, our talent and our clients.

Pass it on!

Wednesday, October 06, 2010

We're All Statisticians Now

Doing an online, mail-in or telephone survey?

Thanks to the convenience and low cost of the many online tools now available to radio programmers, the task that once was the exclusive territory of people who specialized in research is now being performed week in and week out as we send out surveys to samples which may or may not be representative of the group of people we want to listen more.

Statisticians say that one response in 2,000 "WILL" be wacko, no matter how perfect the sample is!

That's where a very arcane calculation - standard deviation from the mean - comes in. It can't tell you if your entire sample was not the one you wanted to target, but if you know that the vast majority of your data comes from folks in the right age group, the correct geographical locations, a good balance of gender and qualitative profiles, it can help you find the outliers who can greatly skew your results.

Hand check each of your survey responses before tabulating them by computer. All it takes is one such form to throw otherwise very good data WAY OFF.

You actually may get more actionable and reliable research from a smaller, more consistent, cleaner sample.

Saturday, June 26, 2010

"ARM" Yourself With A Windsock

(he looks so innocent!) Would you play an untested song by this man?

Some country programmers who waited too long to add Jaron and The Long Road to Love's I Pray For You due to their policy of playing no untested music, may have missed the boat on the highly positive song because by the time they got test results back, the tune had already started to build very high negatives.

As a result, many are now placing such potentially high demand titles in callout research as soon as they begin playing them. The question is: can you trust scores on titles where fewer than 85% of the sample is familiar with a song? The answer, of course, is NO.

However, there is a very simple formula that I learned three decades ago from researcher Bob Lowry of Phoenix that can highlight and often very reliably predict potential success of unfamiliar music. Lowry, who used it when he was with Frank Magid & Associates, termed it "Acceptance Ratio Margin."

Sum all positive scores (favorite, like a lot, like some). Add all negative scores (burn, dislike, etc). Disregard neutral and unfamiliar responses. Divide the total positives by the total negatives.

This yields a ratio you can use to estimate what the odds are that once the unfamiliars start to become familiar with a title whether they'll like or NOT. Track this ratio over time, each week you test a song. The rate of conversion from unfamiliar/neutral to positive or negative can also be predictive of which direction a new song is going -- UP to heavy rotations or OFF the playlist completely.

This ratio can be especially helpful in evaluating national research, such as Callout America and Rate The Music scores printed in national trades.

This data isn't designed to substitute for local research and local market gut knowledge. But, it can be an excellent indication of which songs are working for average country fans across the continent and which aren't.

Tuesday, May 11, 2010

"Just OK," Huh?

A&O sees plenty of callout, auditorium testing and online music research every week, and if I have a bias that drives "record" promoters crazy it's that I pay a lot of attention to it all, trying to read between the lines of it, understand what the audience is trying to tell us.

A new song comes in, I like it at first impression and review it favorably. Then, five or six weeks later, the listener feedback starts to arrive and reminds me quite often how little I know about the typical country radio listener.

As a result, I look at every bit of research I can get my hands on, so I have to say that I am addicted to Bullseye "Callout America" and love that Billboard's Country Update includes it weekly. The more different surveys that replicate similar results, the more confident you can be that you're seeing "truth," not just random estimates. I also check out the national tracking of RateTheMusic.com too, don't you?

In spite of all that, every once in awhile, I wish I could call all the listeners and ask what the heck they meant when they rated a song.

"Love/Hate" and "Passion/Dislike/Tired Of/Play Less" I usually get. The stat that drives me crazy is "neutral."

(It's a little like having your date for the evening tell you as you bid goodnight at their front door that they had an "OK" time, not exactly a glowing review.)

Three songs this week were "neutral" for more than four in ten listeners sampled, Danny Gokey, James Otto and one which really confuses me - "I Pray for You" by Jaron and The Long Road to Love - which was rated "neutral" by 40.7% of the national sample.

Love it, hate it, tired of it, I'd never guess that more than a third of country listeners would simply say that it's "just OK." Are they really familiar with the song? Or, are they just rating the hook?

That's what addiction is all about. I can't wait to see how it - and each of the others - does next week!

Wednesday, July 29, 2009

Test Everything For The Level Of Engagement

Heard during yesterday's ARF Audio Council meeting in New York:

"At WBEB, we tested 100 national radio commercials. 25% were effective and engaging. 25% could have been with just a few simple creative copy changes and the other 50% were completely ineffective." -- Jerry Lee

"You can turn your head. You can close your eyes. But, you can't close your ears." -- Erwin Ephron

.. but, of course, you can put things on "ignore." Is that what your listener is doing while you talk on the air?