Mark Kasoff is an excellent researcher, and a smart guy, and I don’t say that just because of the findings in his new study on the attitudes and behavior of radio listeners regarding contests.
In his article, Listeners Surprisingly Positive on Contests, Mark points to the growing power of interactive promotions that we’ve observed for the last few years. He says,
I’ve never pushed contesting as a panacea for (radio) stations. A good contest can’t make a bad station successful… Yes, contests can be a real edge for a station, and for traditional radio in general.”
Kasoff’s survey of 18-64 year old radio listeners supports the conclusions of consultant Alan Burns, and provides another reason for broadcasters to increase their attention on this traditional radio advantage.
His findings prove that contests: a) make a station more interesting to listen to, and b) positively affect at least 1/3 of the audience to listen more almost no downside risk.
I’m blown away by these numbers. Even if we toss in the requisite ‘grain of salt’, there’s no conclusion other than contesting can be a very good thing!
And, check this out: 12% agree a lot with the statement: You would listen to a station you don’t like just for a chance to win its contest!
Combine this information with the Burns observation that contest players are 55% more likely to participate with a radio ratings service, and you begin to understand the value of having a relationship with “contest types.”
We conducted our own research with embedded survey questions in (enter to win) giveaways. In one market, we found 689 entrants who said that they were currently participating in a radio service that asks you to record your radio listening.
It’s true that contests have no impact on the majority of listeners’ interest in a station, or how much they listen to it. But there remains a substantial percentage that are impacted by contests, and in an overwhelmingly positive way.
Better yet: Those that are affected, are precisely the ones you want and need to reach.
Though Kasoff and Burns stop short of suggesting tactics for engaging these high value respondents, they both likely would support an aggressive on-air contesting strategy.
We agree with that premise, but take it one step further: What if you had a direct, one-to-one relationship with those folks, and could communicate with them at any time in a series of connected, interactive promotions that led them back to specific appointment tune in occasions? Day after day, week after week?
WP Hatch can help you find them and recruit them as high value listener respondents. Contact us to get started.