Alan Burns and Associates has released the final chapter of data from its national study of over 2,000 female listeners to AC and Top 40 radio. CEO Alan Burns concluded his 4th free webinar yesterday where he shared his findings with the radio industry. Burns titled his study, "Here She Comes 2011" and has summarized the key points from the study in these 12 bullet points.
* Attitudes in general toward radio are very positive, including among younger listeners.
* Younger listeners, though, are less passionate about the medium and more at-risk to other music sources. They are more likely to use social media, texting, and streaming, and radio needs to engage them there on their terms.
* Radio doesn?t do social media well yet.
* Pandora, etc., are not eating radio?s lunch and not likely to. Willingness to pay for music streams is very low, and most women rate the music on their favorite radio station as about as good as that on customized streams.
* However, personalizable music streams and the eventual presence of in-car internet will both create more fragmentation of radio listening.
* Only 36% of women15-54 normally listen to radio before leaving home in the morning. That?s a disappointing number that reflects radio?s having ceded a great deal of early morning ?news and companionship? ground to television. Another number that indicates weaker than idea morning content: less than 40% of women who do listen to radio in the morning have a morning radio bit or feature they look forward to.
* Women expressed interest in hearing information on the radio that relates to the safety of their children. Smart programmers and morning talent will spend some time thinking about what to do with that.
* Money has overtaken time stress as women?s number one concern - at a time when radio generally offers fewer cash promotions.
* Radio?s most valuable listeners tend to be:
- Heavy/Deeps (heavy radio users who are deeply committed to their P1 station)
- At-work listeners
- Women who listen to radio before leaving home in the morning.
- Facebook fans
- Web site visitors
All of those groups are greater TSL potentials than the average listener.
* Heavy/Deeps tend to bond with talented air personalities.
* Arbitron panelists and diarykeepers are different from other listeners in some significant ways.
* Top 40 listener tastes currently lean more pop than they have in years, and AC listener tastes continue to become more contemporary.
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