Burns/Strategic Solutions Study Quantifies the Value of Listener Passion
March 6, 2017

New data from the Alan Burns and Associates/Strategic Solutions Research “What Women Want” study shows that just over half (55%) of all women have a radio station that they love. And while it may take hard work and great execution to produce that kind of affection, Burns and Strategic have calculated the return on that effort. “If a radio station connects with a woman well enough for her to say she loves it, she is 75% more likely to be or become a heavy listener (three or more hours per day) than a light one,” says strategic EVP Hal Rood, “and that’s a big difference in TSL. There are other benefits as well; for example, women who have a radio station they love are 75% more likely to actually keep a diary or carry a meter in a ratings survey than those who only ‘like’ their P1 station. Plus, they’re 20% more likely to be a strong opinion leader, and thus to expose other people to your station. So you get more TSL from women who are more likely to cooperate with Nielsen and to promote your station to other women.”

What produces that high level of affection and thus those rewards? Alan Burns says that two things in the study stand out about women who give their favorite station a “love” rating. “First and foremost, the difference between being just a ‘most listened-to’ station and a ‘most listened-to and loved’ station is whether she feels that the radio station really ‘gets’ her,” said Burns. “Women who love their P1 station are 51% more likely than the average listener to say that station understands her very well. The second characteristic is a greater tendency to enjoy entertaining air personalities. Women who are passionate about their favorite station are 30% more likely to feel strongly that entertaining personalities are a key reason she listens to radio.”

The Burns/Strategic Solutions study interviewed 2,000 fifteen to fifty-four year-old women around the nation for their media consumption and perceptions, and have been revealing the findings in a series of webinars. The final webinar, a close look at listeners and listening to Hot AC and AC formatted radio stations, is scheduled for this Wednesday, March 8, at 2pm EST/11am PST. You can register for the free 30-minute presentation by clicking What Women Want 2017 Webinar or the What Women Want icons at
www.burnsradio.com or www.strategicsolutionsresearch.com.

Breaking News
Coran Capshaw To Be Honored With City of Hope's 2017 Spirit of Life Award
Cumulus Appoints Nic Merenda VP/Market Manager For Topeka, KS
Alpha Media Brings Throwbacks To San Antonio
iHeartMedia St. Louis Names Jules Riley PD For 93.7 The Bull
J. Anthony Brown Joins The Steve Harvey Morning Show
April 21, 2017
Cumulus Promotes Heather Gersten To APD At WWLI/Providence, RI
April 20, 2017
iHeartMedia Washington, D.C. Names Tommy Chuck PD For WASH-FM
iHeartMedia Names Jeff Wyatt SVP/Programming For Baltimore, MD
Radio One DC Expands WMMJ-FM Listenership
April 19, 2017
CBS Radio's 'SPF" In Las Vegas Expands To Two Nights With Linkin Park
Magic 92.5/San Diego To Change Format To All Prince "Purple 92.5"
Clip Interactive Partners with Radio One & Reach Media
April 18, 2017
iHeartMedia San Antonio Names Russell Rush Program Director For KXXM
iHeartMedia San Francisco Names Matty Staudt Digital PD
WHLZ Turns On The Hot AC In Florence, SC
iHeartMedia Baton Rouge Names Brittany Tully PD For WYNK-FM
John Butler Joins Spotify
April 17, 2017
KUDL/Sacramento Rolls Outs EndFest 2017
United Stations Adds Danny Ocean As Affiliate Relations Representative
Amplifi Media & jâcapps Team Up To Form SonicAi
April 13, 2017
Cumulus Media Promotes Three Senior Executives
jacapps and Ford Bring the Connected Car to the 2017 NAB Show
April 12, 2017
Music News
Kendrick Lamar Earns Biggest Chart Debut of 2017, Announces Tour
Quick Hits: Tori Amos, Kings Of Leon
Quick Hits: Beyonce, Rise Against
Prince EP Release Blocked By Lawsuit
Paramore Announce New Album After Laughter
Controversy Over New Prince EP
Quick Hits: NIN, QOTSA, Coldplay, Big Boi
FMQB Retro-Active: A Look Back at ELP
The Chainsmokers Debut Atop Billboard 200
Quick Hits: Lady Gaga, Gotillaz, Bourbon & Beyond
Harry Styles to Release Solo Debut on May 12
Quick Hits: J. Geils, Gorillaz, Tool
The Chainsmokers & Drake Lead 2017 Billboard Music Award Nominees
Quick Hits: Kendrick Lamar, Prince's Estate, Lindsey Buckingham, Christine McVie
Rock Hall of Fame Adds Pearl Jam, ELO, Journey & More

Nikki Nite,
VP of Prog. & Ops,

Search FMQB.com
FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!