Burns Study: Arbitron Partcipants Are More Likely To Enter Contests
July 26, 2012
With their next webinar slated for today, 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." According to the newest data from the survey, women who keep radio listening diaries or carry a PPM meter are much more likely to participate in radio station contests.
"Thirty-one percent of all women 15 to 54 tell us they have entered or tried to win a radio station contest in the past year," said Burns, "which is higher than most people would guess. But diary-keepers and meter carriers are 55 percent more likely to have done so. Almost half of the actual ratings respondents we talked to had tried to win a radio contest in the last twelve months."
CHR's heaviest listeners are also more likely than the average to have entered a radio contest. Burns adds that the appeal of some contest prizes can be out of proportion to the prize’s actual cost. He says, "For example, a year’s supply of free gasoline will attract as much participation as giving away $5,000 in cash, despite costing roughly half that much."
Burns says this week’s data release from his company’s third annual study of women’s media behavior will also answer key questions about the format and its listeners, including:
- What’s driving Top 40's surge? - What’s the biggest difference between winning Top 40s and also-rans? - Is “More Music” is a winning Top 40 strategy? - Who would Top 40 fans elect President?
Burns and Associates researched the attitudes toward and usage of media and music as well as the personal interests of over 2,000 women who listen to AC or CHR radio. Burns is releasing the results of the 2012 study in a series of four free webinars presented by Triton Digital. This week’s "Deep Dive into Top 40" is scheduled for today (7/26) at 3:30pm EDT. To register, click here.