Foreground Nature of Talk Radio and Emotional Intensity of Content Make it Desirable Environment for Advertisers
Story/Research by Talkers Magazine: http://www.talkers.com/talk-radio-research-project/
Continuing with a fall tradition, the latest numbers have been compiled for TALKERS magazine’s annual release of its Talk Radio Research ProjectTM (TRRP).
Primarily designed as an in-house vehicle to provide the TALKERS editorial staff with intelligence about the national talk radio audience as a resource for general background and to help answer basic FAQs from the press (such as “What kind of people listen to talk radio?”), the publication began honoring requests from radio stations to share this information.
It has proven extremely valuable as a supplemental sales tool that provides a thumbnail qualitative overview of several leading spoken word formats’ audience profiles including demographics, political orientation, income, education and consumer tastes, habits and disposition. These include the mainstay news/talk format as well as the recent additions of the sports talk and pop culture talk genres.
The latest figures indicate that news/talk radio maintains its historic position as the most reliable attraction to draw adult audiences and inspire them to action in all audio broadcast media. So do the relatively recent additions of sports talk radio and pop culture talk radio (with several specific differences indigenous to these formats). These spoken-word genres also deliver attentive and highly desirable audiences that consume foreground radio with passion and attention.
The people who regularly listen to news/talk, sports talk and pop culture talk radio are more than listeners –– they are radio fans! In a nutshell, the foreground nature of commercial spoken word radio indicates that sponsors receive approximately three times the bang per advertising buck on talk radio than they do on music radio.
Other interesting aspects of this illuminating information include: sports talk listeners are culturally (and ethnically) diverse. Caucasians constitute only slightly more than half the sports talk audience (51%) followed by African Americans (26%) and Hispanics (19%) making it one of the most multi-ethnic/racial buys in radio. This is a crucially important aspect/asset of the sports talk audience that for the most part is lost on advertising agencies and radio sales departments which are still glued to selling demos as opposed to mindsets.
The ethnic diversity of sports talk radio’s listenership is a rare and valuable quality of the format that sets it apart from the rest of radio! And if advertisers wish to reach “younger demos” via the power of spoken word, they simply need to turn to popular culture talk radio (still erroneously referred to as “shock jock” radio) strewn across the FM dial as talkative morning shows on otherwise music-formatted stations.
Continuing with a fall tradition, the latest numbers have been compiled for TALKERS magazine’s annual release of its Talk Radio Research ProjectTM (TRRP).
Primarily designed as an in-house vehicle to provide the TALKERS editorial staff with intelligence about the national talk radio audience as a resource for general background and to help answer basic FAQs from the press (such as “What kind of people listen to talk radio?”), the publication began honoring requests from radio stations to share this information.
It has proven extremely valuable as a supplemental sales tool that provides a thumbnail qualitative overview of several leading spoken word formats’ audience profiles including demographics, political orientation, income, education and consumer tastes, habits and disposition. These include the mainstay news/talk format as well as the recent additions of the sports talk and pop culture talk genres.
The latest figures indicate that news/talk radio maintains its historic position as the most reliable attraction to draw adult audiences and inspire them to action in all audio broadcast media. So do the relatively recent additions of sports talk radio and pop culture talk radio (with several specific differences indigenous to these formats). These spoken-word genres also deliver attentive and highly desirable audiences that consume foreground radio with passion and attention.
The people who regularly listen to news/talk, sports talk and pop culture talk radio are more than listeners –– they are radio fans! In a nutshell, the foreground nature of commercial spoken word radio indicates that sponsors receive approximately three times the bang per advertising buck on talk radio than they do on music radio.
Other interesting aspects of this illuminating information include: sports talk listeners are culturally (and ethnically) diverse. Caucasians constitute only slightly more than half the sports talk audience (51%) followed by African Americans (26%) and Hispanics (19%) making it one of the most multi-ethnic/racial buys in radio. This is a crucially important aspect/asset of the sports talk audience that for the most part is lost on advertising agencies and radio sales departments which are still glued to selling demos as opposed to mindsets.
The ethnic diversity of sports talk radio’s listenership is a rare and valuable quality of the format that sets it apart from the rest of radio! And if advertisers wish to reach “younger demos” via the power of spoken word, they simply need to turn to popular culture talk radio (still erroneously referred to as “shock jock” radio) strewn across the FM dial as talkative morning shows on otherwise music-formatted stations.
____________________________________________________________________
Link to Talk Radio Research Project: http://www.talkers.com/talk-radio-research-project/
Link to the analyst of the research: http://www.talkers.com/2011/10/20/qualitative-aspects-of-the-talk-radio-audiences/
Link to the analyst of the research: http://www.talkers.com/2011/10/20/qualitative-aspects-of-the-talk-radio-audiences/
posted by Kirk Tanter at
10/28/2011 12:36:00 pm
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