Moneyball: Squeezing the Most from Station Contesting, Part I
When we asked regular radio listeners among the 2,000+ Adults 18-64 in NuVoodoo Ratings Prospects Study 26 for the top three reasons they listen to local radio, 12% cited the chance to win prizes. That number rises to 14% among the segment most likely to participate in the ratings (labeled “RPS Yes” in the chart below) and accounts for nearly a fifth of the 25-54s most likely to show up in ratings samples (labeled “RPS 25-54”).
Getting ratings sample participants to swing their time spent listening to your brand is what ratings success is built upon. Contesting is a powerful tool over which you have complete control — and you can tailor the prizes, the mechanics, and the sound/feel to match the branding of your station. It may be a small (but important) minority who say contesting is a top reason they listen; contest participation is widespread. Nearly two thirds of the 25-54s most likely to show up in a ratings sample say they participated in a radio station contest in the past year — better than half of them in the past month.
In the overall sample, two thirds have participated in a radio station contest — meaning that just a third are unmoved by contests.
If you can find a small budget to spread the word about your contest beyond your most active cumers (the ones who’ll hear your promos enough to become familiar with your contest), you’ll unlock even greater likelihood of ratings success. Fully three in four among those most likely to participate in the ratings say they usually tune in when they see an ad for a radio station cash contest.
Next week we’ll dive into prize amounts and contest mechanics in 2025. Contest prizes don’t have to kill the bottom line. Plus, there are options to bring more listeners into the fold beyond those who are the most contest-active.
With the fall book less than two months away, you’re right on time if you’re already planning fall promotions. NuVoodoo’s marketing team can help get the word out to the right people while leaving extra dollars aside to give away to listeners.
If you’re worried about the outcome of the spring book, it’s a perfect time to review research options. NuVoodoo has library tests and tactical perceptual studies starting at $9500. At this point we can easily get the answers you need before the start of the fall book. An email to tellmemore@nuvoodoo.com will get you a quick response. – Leigh Jacobs