Moneyball: Likely Ratings Participants Who Prefer Classic Hits and Classic Rock
Thanks again to NuVoodoo EVP Marketing Strategy, Mike O’Connor, for his help with the massive lift of this week’s Moneyball for Radio.
In today’s fragmented media landscape, capturing and holding listener attention is critical — especially as Nielsen changes the rules of the game, soon shrinking the minimum time spent listening for a listening occasion to just 3 minutes.
Here, we’re dealing with ratings-likely fans of Classic Hits, Adult Hits, and Classic Rock formats. The line distinguishing between Classic Hits and Adult Hits isn’t always clear, so we’ve combined fans from stations that would fall under either umbrella. Our goal is to better understand where these listeners will be receptive to station listening appointment-setting efforts. By optimizing both on-air listening retention and off-air engagement with the most valuable listeners (those likely to participate in Nielsen ratings), stations in so-called Money Demo formats like these can cultivate an edge using NuVoodoo’s data.
Classic Rock and Classic/Adult Hits Are Thriving Formats, But Listening Has Never Been More Diluted
Format Reach is Strong, Though Hardly Unchallenged: While 100% of both formats’ RPS “Yes” ratings prospects say they listen to radio stations at least some all seven days of the week in our study, a super-majority also engage with music streaming services daily (74% of survey-friendly Library Hits listeners and 66% of Classic Rock listeners).
Time Spent Matters: A significant portion of Library Hits RPS “Yes” listeners dedicate 4+ hours per week to music streaming services (44%), nearly matching that amount of time spent with AM/FM radio (40%). While RPS “Yes” Classic Rock listeners spend slightly less time with Digital Streaming Platforms (27% are in the 4-hour+ column), it’s still a notable chunk of heavy weekly listening.
The Workplace Battleground Where the Potential Quarter-Hour Payoff Is High: For Library Hits listeners, DSPs (Digital Streaming Platforms) are the top choice for workday listening (55%), outpacing traditional AM/FM radio as the top choice, whether tuned in on a physical radio (23%) or via computer/smartphone (14%). Ratings-inclined Classic Rock listeners split between DSPs at work (32%) and traditional radio (18% on a physical radio plus 14% via computer/smartphone). Stations need to be aware of this competitive pressure and develop strategies to win back those workday ears, even if only “renting” listening in the short run to influence ratings disproportionately.
Holding on to the Audience We Already Have is Paramount. These Are the Tune-Out Triggers To Watch For In The New Era of 3-Minute Quarter-Hours
Nielsen is changing the rules of the game. Starting in January, the minimum time spent listening for it to count as a quarter-hour of listening is shrinking to just 3 minutes for PPM markets.
Commercials are a necessary part of radio, but they’re also a common reason for tune-out. In our study, 33% of ratings-likely Classic Hits/Adult Hits listeners and 46% of ratings-vulnerable Classic Rock fans said commercial breaks often cause them to change the station. However, beyond organizing the placement of commercial breaks for maximum competitive edge, there’s not much that can be done about the commercial load itself. But here’s the kicker: some tune-out triggers are even MORE damaging than commercials, and that’s where programmers have some degree of control.
Common Ground: Where Both Ratings-Inclined Format Groups Agree
Negativity is a No-No: For both RPS “Yes” Classic Hits/Adult Hits listeners and RPS “Yes” Classic Rock partisans, negativity from hosts is a major turn-off. Over 50% of both groups said insulting or hurtful comments from DJs make them tune out. Stations need to foster a positive and respectful on-air environment.
Music Matters…A Lot: Both groups of likely ratings respondents are highly sensitive to “bad songs” and repetition. Both provoke more tune-out than spot breaks. In addition, 57% of Classic Rock fans said “burned out songs” are a frequent reason for tune-out. Library Hits listeners aren’t far behind, with 41% citing this as a tune-out trigger.
Points of Divergence:
> Classic Rock Fans REALLY Hate “Bad” Songs: A whopping 69% of ratings-likely Classic Rock listeners said too many bad songs make them tune out. This was their top tune-out trigger, even more so than commercials. Classic Rock stations need to be super vigilant with music selection.
> Classic Rock Fans Want Relevant Talk: 68% of ratings-vulnerable Classic Rock fans said they tune out when stations talk about things that don’t interest them. Stations should focus on music-related talk, artist interviews, and topics that resonate with this passionate audience.
> Library Hits Listeners Are Sensitive to Unfamiliar Music: 43% of ratings-likely Library Hits listeners said they tune out when they hear new songs they don’t know.
> Library Hits Listeners Want Variety Throughout the Day: 45% of this group of likely ratings participants is sensitive to songs being played too close together within a single day.
It’s never been more economical to control for bad or burned-out songs or identify content that may do more harm than good. NuVoodoo now offers library music testing and tactical perceptual studies for under $10,000.
Now that we’ve covered the defensive strategy of minimizing tune-out, let’s go on the offensive. Boosting tune-in occasions is crucial in this new ratings landscape, and off-air engagement is essential to luring listeners back for more. Whether it’s a tried-and-true contest bribe or a major concert announcement, every extra listening occasion contributes to more-easily-banked 3-minute quarter-hours.
If You Capture a Listener’s Email Address, Chances to Engage Go Way Beyond Email
Most understand the basic value proposition of opt-in email. It provides a direct line to specific audience segments, whether it’s a blast to promote a Classic Rock Block weekend or an ’80s flashback lunch hour. But many stations underestimate the power of custom audiences connected to email addresses, which can be leveraged on social media platforms and through programmatic advertising. By matching email addresses to social media profiles, IP addresses, and location data, stations can “follow” their listeners across the digital landscape. This means you can serve them relevant appointment reminders through precisely targeted advertising on Facebook, YouTube, mobile apps, connected TVs, websites they frequent, or even tailor the messages they see while browsing online.
Using email addresses segmented to Nielsen-optimal zip codes to power digital advertising means making every impression count, ensuring that your message reaches the right people at the right time. This maximizes your return on investment and increases the likelihood of driving tune-in.
Top Tactics for Capturing Email Addresses
Our study revealed the most effective ways to incentivize email signup among ratings-likely Classic Hits/Adult Hits and Classic Rock listeners:
> Loyalty Programs: A resounding success! 77% of Library Hits listeners and 86% of Classic Rock listeners are likely to share their email address for a loyalty program. Offer exclusive benefits, tiered rewards, and personalized experiences to maximize engagement.
> Discount Codes or Coupons: Appeal to their desire for savings! 71% of Library Hits listeners and 83% of Classic Rock listeners are likely to provide their email address in exchange for discounts. Partner with your advertisers to offer valuable incentives to spike open rates, so you can set key listening appointments with a wider audience.
> Early On-Sale Access: Tap into their passion for live events! 83% of Library Hits listeners and 82% of Classic Rock listeners are motivated by early access to concert tickets and event presales. Position email signup as the key to unlocking these exclusive opportunities.
> Cash Contests: A classic incentive that still delivers. 88% of Library Hits listeners and 79% of Classic Rock listeners are likely to share their email address for a chance to win cash. Incorporate cash contests into data-gathering efforts or your on-air and online promotions.
Don’t Underestimate the Power of Text (Even in These Older-Skewing Formats)
While email marketing provides a valuable channel for engagement, don’t overlook the power of SMS/text messaging. Our study found that a significant portion of ratings-likely Classic Hits/Adult Hits and Classic Rock listeners pay attention to advertising delivered via text/SMS. In fact, 64% of Library Hits listeners and 42% of Classic Rock listeners said they pay attention to these messages often or always. This presents an opportunity for stations to deliver targeted messages, promote contests, and drive tune-in through a channel that many listeners check frequently throughout the day. Remember, Nielsen engages panelists through smartphone companion apps these days, offering incentives to ratings participants to check often.
Fostering Engagement Through Digital Outreach
Knowing where your audience spends their time online and how much they use various media platforms is crucial for appointment setting. Reaching large groups of survey-friendly format partisans through organic or paid media often is the key to leveraging more listening occasions.
> Facebook: The most popular platform for both groups, with 61% of Library Hits listeners and 78% of Classic Rock listeners using it at least once a day. Even more importantly, 44% of Library Hits listeners and 50% of Classic Rock listeners engage with Facebook compulsively, using it 4 or more times per day. Prioritize your Facebook presence with consistent posting, interactive content, and targeted advertising.
> Instagram: Meta’s sister is a strong secondary platform with a focus on visuals, boasting daily usage from 41% of Library Hits listeners and 50% of Classic Rock listeners – mostly younger audience segments compared to Facebook. 39% of Library Hits listeners and 37% of Classic Rock listeners use Instagram frequently, engaging with it 4 or more times per day. Share high-quality images, behind-the-scenes content, and engaging stories. Profile contest winners spending their prize money here.
> Google: A consistent source of information and entertainment, with 77% of Library Hits listeners and 73% of Classic Rock listeners accessing it daily. A significant portion of both groups – 46% of Library Hits listeners and 56% of Classic Rock listeners – use Google’s platforms (search, YouTube, Gmail, etc.) 4 or more times per day. Remember the breadth of Google’s ecosystem – from Gmail to search results to mobile apps – offering ample opportunity to be ubiquitous with appointment reminders. Leverage Google My Business, YouTube, and SEO to maximize visibility and reach.
> YouTube: Enjoys high daily usage (63% of Library Hits listeners and 68% of Classic Rock listeners) and frequent engagement, with 37% of Library Hits listeners and 39% of Classic Rock listeners using it 4 or more times per day. Utilize YouTube for longer-form content, such as interviews, behind-the-scenes footage, and event recordings.
> TikTok, X/Twitter, LinkedIn, Snapchat, and Threads: Niche platforms with limited usage for these format constituents. Maintain a presence but prioritize engagement efforts on other platforms.
Connecting the Dots: The Power of First-Party Data
Beyond email and social media, the real magic happens when you connect the dots between these various engagement channels. This is where the concept of first-party data comes into play. By aggregating email addresses, mobile phone numbers, and social media interaction history (likes, comments, video views, website visits), stations can create powerful custom and tailored audiences.
But it goes even further. This first-party data unlocks the potential of lookalike audiences. Imagine identifying and reaching the top 1% of individuals who share characteristics with your most engaged listeners, even if you don’t have an existing digital relationship with them. This expands your reach exponentially, allowing you to connect with a wider pool of potential listeners who are likely to boost your ratings.
In essence, first-party data empowers stations to personalize their outreach, optimize their messaging, and connect with the right listeners at the right time, maximizing their impact in the new era of radio measurement.
Unlock the Power of Ratings-Likely Listeners
This is just a glimpse into the treasure trove of insights available from our 24th Ratings Prospect Study. We’ve unearthed a wealth of data on content preferences, digital habits, and listener engagement & retention strategies – not just for Classic Rock, Classic Hits, and Variety Hits, but for a wide range of formats, including Rock, Hot AC, Hip Hop, Top 40, Country, and others.
Ready to dive deeper and discover how to truly connect with your ratings-inclined listeners? Visit our website at nuvoodoo.com/webinars or nuvoodoo.com/articles to explore our latest findings. Or connect with our experienced team for a personalized consultation and strategic guidance as we enter the dawn of the 3-Minute Quarter Hour. Reach out anytime at tellmemore@nuvoodoo.com. Let’s maximize your ratings success together!
