case 2 data
TRANSCRIPT
Our original research presentation required well over 100 slides. This is the "Cliff Notes" version. Of course, names of cities, stations and
personalities have been changed ' to protect the innocent" (and the guilty!)
Strategic Audience Research for Bubbles
Broadcast Partners
© 2009, Mark Kassof & Co.
DETERMINE THE OPTIMUM FORMAT STRATEGY FOR A NEW FM
OBJECTIVE:
STATION PERFORMANCE...
PAST WEEK CUME
HOT 93 50%ROCK 99 47THE EAGLE 43MAGIC 107 37Other 8
THE EAGLE 26%ROCK 99 22MAGIC 107 19HOT 93 17Other 8
FAVORITE STATION
Favorite THE EAGLE
ROCK 99
HOT 93
MAGIC 107
1:NOT AT ALL 0% 0% 0% 0%2: 0 0 7 13: 18 14 19 164: 39 59 56 605:100% SATISFIED 43 27 20 23
AVERAGE: 4.3 4.1 3.9 4.0
SATISFACTION WITH FAVORITE STATION
STATION PERCEPTIONS...
THE EAGLE:Biggest Top-of-Mind Images: COUNTRY, NEWS&INFOMapping: SLOW-PACED, = MIX OF TODAY & PAST
Station Associations...STRENGTH WEAKNESSCOMMUNITY BEST MUSIC MOST MUSICNEWS&INFO VARIETY PERSONALITIES
REPEATS TOO COMMERCIALSBEST MORNING BEST CONTESTS
LISTEN AT WORKTALK TOO MUCH
ROCK 99:Biggest Top-of-Mind Images: CLASSIC ROCK, B.J. & BOBMapping: HARD, FAST, PAST CENTERED '70s
Station Associations...STRENGTH WEAKNESSBEST MUSIC MOST MUSIC COMMUNITYREPEATS VARIETY NEWS&INFOBEST MORNING BEST CONTESTS TALK TOO MUCHPERSONALITIES TOO COMMERCIALSLISTEN AT WORK
HOT 93:Biggest Top-of-Mind Images: HITS, REPEATSMapping: HARD, FAST, HEAVILY TODAY
Station Associations...STRENGTH WEAKNESSBEST CONTESTS BEST MUSIC REPEATSVARIETY MOST MUSIC BEST MORNING
PERSONALITIES TALK TOO MUCHLISTEN AT WORK TOO COMMERCIALS
COMMUNITY NEWS&INFO
MAGIC 107:Biggest Top-of-Mind Images: SOFT/EASY, OLDIESMapping: SOFT, SLOW, LEANS PAST esp. '70s
Station Associations...STRENGTH WEAKNESSMOST MUSIC BEST MUSIC BEST CONTESTSVARIETY BEST MORNING PERSONALITIESREPEATS COMMUNITYTALK TOO MUCH NEWS&INFOTOO COMMERCIALSLISTEN AT WORK
THE AUDIENCE...
1 2 3 4 5 Don't know
Music 1% 1% 8% 19% 69% 2%Local News 1 4 19 32 44 0Weather 4 6 19 35 37 0Personalities 9 11 28 29 23 0Nat'l/Int'l News 9 17 31 26 16 0Contests 25 18 28 17 12 0Sports 33 19 24 14 10 1
PROGRAMMING ELEMENTSNOT INTERESTED 1---------3---------5 VERY INTERESTED
1 2 3 4 5 Don't know
Classic Rock 20% 14% 17% 21% 28% 0%Current Country 24 11 18 19 27 1Rock A/C 15 19 29 23 14 0'70s/Early '80s Country 33 26 19 10 12 1Mid-to-Late '60s Oldies 30 24 22 17 8 0Rock Hits 45 13 9 12 8 13Rhythmic Hits 55 17 11 7 8 3'70s Oldies 31 19 24 18 7 1'50s/'60s Oldies 29 23 25 14 7 2Pop Hits 31 22 23 13 7 5Soft A/C 36 24 22 12 7 0
MUSIC GENRES NOT INTERESTED 1---------3---------5 VERY INTERESTED
B.J. & Bob 29%Mike Hogg 13Biff Beamer 13Sonny Daze 11
Other 9None 6
Don't know 19
FAVORITE PERSONALITY OR TEAM
TRADITIONALISTSSOFT'N'OLDIES
CLASSIC CORE
NEW ROCKERS HOT HITSTERS
COUNTRY HITSTERS
10%19%
20%
16% 16%
20%
CLUSTER ANALYSISGORNBURGH 18-54 LISTENERS
Traditionalists -- 15%Biggest Demo: Heavy 45-54Top Priorities: Info (esp. Local news, Weather) nearly = MusicTop Music: '70s/Early '80s Country, Current Country, . '50s/'60s Oldies, Mid-Late-'60s Oldies, Soft A/C#1 Station: THE EAGLE#2 Station: MAGIC
S O F T / S L O W H
A R D / F A S T
P A S T
T O D A Y
* Ideal + EAGLE
+ ROCK99
+ HOT93
+ MAGIC
Country Hitsters -- 20%Biggest Demo: 18-44, esp WomenTop Priorities: Music #1 by far (but Contests > average)Top Music: Current Country > '70s/Early '80s Country, Pop Hits#1 Station: THE EAGLE#2 Station: HOT 93
S O F T / S L O W
H A R D / F A S T
P A S T
T O D A Y
* Ideal
+ EAGLE + ROCK99
+ HOT93
+ MAGIC
Hot Hitsters -- 16%Biggest Demo: 18-34 WomenTop Priorities: Music #1 by farTop Music: Pop Hits, Rhythmic Hits, Rock Hits#1 Station: HOT 93#2 Station: MAGIC
S O F T / S L O W
H A R D / F A S T
P A S T
T O D A Y
* Ideal
+ EAGLE + ROCK99
+ HOT93
+ MAGIC
New Rockers -- 16%Biggest Demo: 18-34 MenTop Priorities: Music #1, Personalities #2 (#1 B.J. & Bob segment!)Top Music: Rock Hits >>> Classic Rock#1 Station: ROCK 99#2 Station: HOT 93Lowest "satisfied with favorite" score!
S O F T / S L O W
H A R D / F A S T
P A S T
T O D A Y
* Ideal
+ EAGLE + ROCK99
+ HOT93
+ MAGIC
Classic Core -- 20%Biggest Demo: 35-54 MenTop Priorities: Music #1, Local News #2Top Music: Classic Rock, Rock A/C...neg on newer rock genres!#1 Station: ROCK 99#2 Station: MAGIC
S O F T / S L O W
H A R D / F A S T
P A S T
T O D A Y
* Ideal
+ EAGLE + ROCK99
+ HOT93
+ MAGIC
Soft'N'Oldies -- 19%Biggest Demo: 35-54 WomenTop Priorities: Music #1, Weather #2Top Music: Soft A/C, Rock A/C, Mid-Late-'60s Oldies, '70s Oldies#1 Station: MAGIC#2 Station: THE EAGLE
S O F T / S L O W H
A R D / F A S T
P A S T
T O D A Y
* Ideal
+ MAGIC + ROCK99
+ HOT93
+ EAGLE
TRADITIONALISTSSOFT'N'OLDIES
CLASSIC CORE
NEW ROCKERS HOT HITSTERS
COUNTRY HITSTERS
10%19%
20%
16% 16%
20%
CLUSTER ANALYSISGORNBURGH 18-54 LISTENERS
NOW...SELECT YOUR TARGET(S)DEVISE YOUR STRATEGY!