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

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 them!

● Focus group ● Target demo ● True feel for product

Independent firm ● Market research ● 20 ● 30+ y/o, 25 clients ● ARGDP ● Radio station ● 18 ● Legacy station ● 2.5 y ●

Panel Goals: See what our specific market audience likes!

Panel Tasks DIGITAL MORNING SHOW CONTESTING

Target demo/audience Female ● 20-34 ● Delmarva resident ● Radio cumer ● Race, income, weight, etc. did not matter ●

But how? Contests Survey Panel The Weeknd/JAY-Z/Bruno Filtered database Bribe w/ food ● ● ● TXT 2 WIN Sent survey via Email ● ● Richards - script ● OC104 HookUp More insight ● ○ Recording in studio ● Database Filter further ● ○ “Call out”* ● 8/~350,000* ●

Timeline March April May June July August September Initial Idea Paperwork Surveying and Sampling Callout Analysis/Implementation

Outcome Brooke & Jubal ● Morning Show LOVED them! (To the contrary) ● Disliked ● Rather hear original Remixes ● Liked “smashups” ● Know how we stand - Power 101.7/KISS 95.9/LIVE 97.5 ● Uses - Mainstream music + Entertainment Station Positioning ● NOT weather/traffic/news ● Don’t use website* ● Online Content Use Facebook regularly ●

Outcome - Music Testing 10 10 10 10 10 10 8.86 8.57 7.86 7.86 7.71 4.43 Scale: 1-10 Pop/r Pop Pop/Re Pop/Alt HipHop EDM

Outcome - Cuming Patterns **Different sample size from Panel** Favorite Station 45 45 45 45 45 45 45 45 32 45 25 25 19 19 19 13 103.9 KISS 102.7 MAGIC POWER LIVE 103.9 KISS 20XX OC104 95.9 OC104 95.9 WBOC 98.9 101.7 97.5

Implementation FACEBOOK MORNING SHOW CONTESTING ● More content ● More relevant PROGRAMMING ● More $ ● Bigger push ● Easier to enter ○ Promo ○ TXT ○ Sweeps ● No remixes ● Less EDM

Team Albie Dee Jim Richards Drew Howard Michael Levay Program Director of CoFounder of Vallie Lee Marketing Intern at Intern WOCQ-FM (OC104) Richards Consulting, LLC ARGDP Operations Manager of Consultant for ARGDP Assisted with Database Adams Radio Group Delmarva Peninsula

What I’ve learned

Questions?

Thank you!