Radio Stations to Identify, Target Super Listeners

As a traditional media format, radio still has muscle. About 90% of U.S. consumers spend at least a little time listening to the radio. In general, the listening time amounts to about 2 hours a week and that’s often done in the morning. But some consumers listen to the radio for much longer radio1periods of time. These super listeners, notes Nielsen, should be of keen interest to radio stations and the marketers they’re selling airtime to.

Nielsen data shows that radio reaches a higher percentage of the population than TV, online or mobile between 6:00 a.m. and noon. Marketers have their best opportunities to reach consumers, especially commuters, through radio, during that time. Researchers note that ethnic groups with the highest listening rates are African-​American 92% and Hispanics 94%.

By comparison, TV viewing time peaks between 8:00 p.m. and 9:00 p.m. and online time registers the highest numbers between 2:oo p.m. and 3:00 p.m. The total time each consumer spends on all media on a weekly basis averages out to about 60 hours.

To improve their audience connection, radio stations might want to identify their “P1” listeners. According to Nielsen research, most radio stations realize that 35% of the cumulative audience accounts for “72% percent of the average quarter hour (AQH) ratings.” Further, analysts say that a portion of this audience can be called ‘super listeners’. About 10% of a radio audience falls into this category and drives 35% of total listening.

Stations can run campaigns or contests to identify these unique listeners. The next step will be to market directly to them to increase loyalty. Doing so can strengthen the audience base a station offers to marketers and increase sales.

To learn more about Heavy Radio Listeners, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.