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Audience Analysis and
Market ResearchMichael Levay / Summer 2017
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How do we decide what to play?
- Market #138 ~ 350,000 pop.
- Programming / Chart Analysis (Airplay, Sales, Shazam, etc.) (Nielsen BDS)
- How do you know what they want?
ASK them!
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● Focus group● Target demo● True feel for product
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● ARGDP
● Radio station
● 18
● Legacy station
● 2.5 y
● Independent firm
● Market research
● 20
● 30+ y/o, 25 clients
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See what our specific market audience likes!
Panel Goals:
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Panel Tasks
MORNING SHOW
DIGITAL
CONTESTING
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Target demo/audience ● Female
● 20-34
● Delmarva resident
● Radio cumer
● Race, income, weight, etc. did not matter
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Contests
But how?
● The Weeknd/JAY-Z/Bruno
● TXT 2 WIN
● OC104 HookUp● Database
Survey
● Filtered database
● Sent survey via Email
○ More insight
○ Filter further
● “Call out”*
● 8/~350,000*
Panel
● Bribe w/ food● Richards - script● Recording in studio
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March April May June July August September
Timeline
Initial Idea
Paperwork
Surveying and Sampling
Analysis/Implementation
Callout
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Outcome
Morning Show● Brooke & Jubal● LOVED them! (To the contrary)
Remixes
● Disliked
● Rather hear original
● Liked “smashups”
Station Positioning
● Know how we stand - Power 101.7/KISS 95.9/LIVE 97.5
● Uses - Mainstream music + Entertainment
● NOT weather/traffic/news
Online Content● Don’t use website*
● Use Facebook regularly
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Outcome - Music Testing
Pop/r
10
8.86
10
8.57
10
7.86
10
7.86
10
7.71
10
4.43
Pop Pop/Re Pop/Alt HipHop EDMScale: 1-10
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Outcome - Cuming Patterns
20XX
45
45
45
25
45
25
45
19
45
19
45
19
103.9 OC104
KISS 95.9
102.7 WBOC
MAGIC 98.9
POWER 101.7
LIVE 97.5
Favorite Station
45
32 45
13
103.9 OC104
KISS 95.9
**Different sample size from Panel**
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Implementation
MORNING SHOW
● Bigger push○ Promo○ Sweeps
● More content● More relevant
CONTESTING
● More $● Easier to enter
○ TXT
PROGRAMMING
● No remixes● Less EDM
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Team
Albie Dee
Program Director of
WOCQ-FM (OC104)
Operations Manager of
Adams Radio Group
Delmarva Peninsula
Jim Richards
CoFounder of Vallie Lee
Richards Consulting, LLC
Consultant for ARGDP
Drew Howard
Marketing Intern at
ARGDP
Assisted with Database
Michael Levay
Intern
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What I’ve learned
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Questions?
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Thank you!