Audience Analysis and Market Research Michael Levay / Summer 2017 - - PowerPoint PPT Presentation

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Dec 06, 2023 236 likes •439 views

Audience Analysis and Market Research Michael Levay / Summer 2017 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

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Audience Analysis and Market Research

Michael 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 EDM Scale: 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

FACEBOOK

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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