Burns Study Examines Workplace Radio Listening For Women
August 2, 2012
Alan Burns and Associates have released more results from the company's third annual national study of female radio listeners, titled "Here She Comes 2012 - Insights into Women, Radio, and New Media." In the newest round of data, Burns finds that among AC listeners, the office is still the dominant at-work listening location. Burns’ "Deep Dive into AC and Hot AC" will show that 53 percent of at work listeners work in an office, and 72 percent of office workers listen to some kind of music at work. The top two sources for music at work are radio over the air (37 percent) and the online streams of AM/FM radio stations (23 percent).
How important is music that "everyone can agree on at work?" Burns says music that co-workers, bosses, and customers like ranks behind wanting to hear a lot of music that the listener herself likes. Women preferred upbeat music over relaxing music at work 50 percent to 34 percent.
"Women are all about relationships and other people," said Burns, "but choosing what to listen to on the radio - even when they’re at work - is an exception. Women listen to what they like. Even the effects of having kids or a husband seem minor: women with kids index a little higher on top 40 listening and a touch less AC than those without, and those with husbands or partners index a little higher on listening to country or rock than those without. But those are very small differences."
Burns will release information specific to Hot and Mainstream AC and their listeners in the last of a series of free webinars presented by Triton Digital, today (Thursday) at 3:30 p.m. ET. To register, click here. The presentation will include topics like the best workplaces to target, how AC’s heavy listeners differ from other women, music trends, the top images of PPM-winning AC stations, and who Hot and Mainstream AC listeners are likely to vote for this fall.