Strategic Audience Research for "You 102"

© 2009, Mark Kassof & Co.

ANALYSIS...

WHY IS "YOU 102" DECLINING???

.

HIP HOPBIGGEST FACTOR...

JAMMIN' CORE

YOU CREW

VARIETY FANS

YOU 102's #1 SEGMENT ISUNENTHUSED AT BEST ABOUT HIP HOP. MORE ARE "Not At All Interested" THAN "Very Interested" IN THE GENRE. THIS HURTS TSL!

.

JAMMIN' CORE

YOU CREW

VARIETY FANS

YOU 102's #2 SEGMENT DISLIKES HIP HOP. WORSE YET, THAT'S WHAT THEY THINK OF FIRST ABOUT THE STATION...

BIGGEST FACTOR...

HIP HOP

g

Rap/Hip Hop 19%For Kids/Young/Teens 13Current/Contemp/Modern 11Generic Negative 9(A Lot/Too Much) Talk 8Music Negative 7Pop Music 6OK/Alright 5

TOP-OF-MIND IMAGE: YOU 102VARIETY FANS

WHAT THEY NOTICE MOST ABOUT YOU 102 IS WHAT THEY DON'T LIKE!

NO WONDER THEY THINK IT"S FOR KIDS, NOT THEM.

GIVEN THESE NEGATIVES, IT'S UNDERSTANDABLE WHY YOU 102 HAS CUME BUT NOT PREFERENCE AMONG THESE LISTENERS!

S O F T

H A R D

P A S T

T O D A Y

* IDEAL

+ YOU102

+ V99

+ VIPER

+ CLASSIC101

+ JAMMIN'

VARIETY FANS

IF IT CAN SOLVE ITS PROBLEMS. YOU 102 HAS UPSIDE AMONG THESE LISTENERS...

Their current #1 -- V99 -- is too old and soft for them.

You 102 is too hard and current for them. It shouldn't become their ideal, but it can move closer.

.

JAMMIN' CORE

YOU CREW

VARIETY FANSTHE SEGMENT THAT DOES LIKE HIP HOP DOES NOT CREDIT YOU 102 WITH PLAYING IT. THEIR #1 STATION -- JAMMIN' 107 -- is IDEAL FOR THEM. THEY SEE YOU 102 AS TOO OLD AND TOO SOFT.

BIGGEST FACTOR...

HIP HOP

THE LISTENERS THAT DON'T LIKE IT THINK YOU 102 PLAYS IT! AND THE LISTENERS THAT LIKE IT THINK

YOU 102 DOES NOT!

BIGGEST PROBLEM...

HIP HOP

RECOMMENDATION:

"RAPLESS" CHR

NOT QUITE THE SAME AS HOT A/C! EXAMPLE: DON'T PLAY FLORIDA's "LOW," BUT DO PLAY CHRIS BROWN'S "WITH YOU," EVEN THOUGH HE'S MAINLY A RAPPER.

ISSUES:

JUST DO IT, OR...MAKE A POINT OF IT?... e.g. "The Best Hits, Without the Rap"

BLOW You 102 UP? e.g. "Q102"

IF YOU MAKE AN ISSUE OF IT, THEN YOU

SHOULD ADOPT A NEW IDENTITY

YOU 102's HIGH NEGATIVES SUPPORT THE CASE FOR A NEW

IDENTITY...

TOP-OF-MIND IMAGE: YOU 102

Generic Negative 8%For Kids/Young/Teens 8Generic Positive 8Pop Music 8Rap/Hip Hop 7Current/Contemporary/Modern 6Rock/'N'Roll 5Music Positive 3Variety/Mix 3Hits/Popular/Top 40 3Fast/Upbeat 2Music Negative 2

IT'S NOT UNUSUAL FOR THESE TO BE AMONG THE IMAGES FOR A CHR STATION. BUT IT IS A PROBLEM FOR THEM TO BE THE TOP IMAGES OF A CHR.

.

PLAYS TOO MANY COMMERCIALS 41%MOST INVOLVED & IN TOUCH w/COMMUNITY 38HAS THE BEST CONTESTS 34PLAYS THE BEST MUSIC 33HAS PERSONALITIES WHO TALK TOO MUCH 33HAS PERSONALITIES YOU LIKE BEST 32YOU TURN TO MOST FOR NEWS & INFO 27HAS THE BEST MORNING PROGRAM 26PLAYS THE MOST MUSIC 21BEST FOR LISTENING TO AT WORK 20

YOU 102 IS THE STATION THAT...YOU CREW

IN ADDITION, YOU 102's ASSOCIATIONS WITH CLUTTER NEGATIVES ARE UNUSUALLY HIGH. EVEN FOR A CHR AMONG ITS #1 SEGMENT, AS SHOWN HERE.

NOT SURPRISINGLY, THEN, ITS "MOST MUSIC" ASSOCIATION IS UNUSUALLY LOW AMONG ITS #1 SEGMENT LISTENERS.

PUT BIGGEST EMPHASIS ON ROCK-BASED HITS!DROP OR DRAMATICALLY SLASH PLAY OF HIP HOPCONSIDER PROMOTING THAT FACT AND ADOPTING A NEW IDENTITYDROPPING HIP HOP WILL REDUCE THE HARDNESS FACTORPLAY A BIT MORE NON-CURRENTS, BUT KEEP THEM IN THE '90s AND 2000s...CUT CLUTTERLEVERAGE CONTEST EDGE WITH A MAJOR "WATER COOLER TALK" CONTEST

RECOMMENDATIONS: