WNKU & Musical Curiosity - Market Research
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WNKU & Musical Curiosity - Market Research

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Market Research project for WNKU radio station.

Market Research project for WNKU radio station.

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WNKU & Musical Curiosity - Market Research Presentation Transcript

  • 1. Keith Boyle | Jeanna Goettelman | Jeff Hahnel | Joe Weger 1 | Introduction
  • 2.  To determine how WNKU can use their newly acquired radio stations, WPFB-FM in Middletown, Ohio and WPAY-FM in Portsmouth, Ohio, to attract new listeners, members and underwriters. 2 | Research Problem
  • 3.  Measure awareness for WNKU’s new campaign.  Determine WNKU’s image in Middletown & Dayton areas.  Determine if there is a market in these new areas.  Track awareness of WNKU’s advertising  Determine how WNKU can be identified as a community partner. 3 | Research Objectives
  • 4.     77% of adults are reached by broadcast radio on a daily basis (Loechner, “Radio Dominant Audio Device) Broadcast and Satellite Radio have a combined reach of roughly 122 minutes daily per listener Approximately 1.5 million people live in five counties in the area – Hamilton, Butler, Boone, Kenton, and Campbell (The Health Foundation Of Cincinnati) Adult Contemporary and Country are the top two music genres (Spitzer, “Busting Myths”) 4 | Secondary Research Findings
  • 5. Perceptions of Public Radio:  Top positive perceptions of Public Radio are informative, intelligent, and insightful.  Top negative perceptions of Public Radio are boring, biased, and designed for people older than them (Everhart, “Study Sees Growth”). 5 | Secondary Research Findings
  • 6.  We surveyed people who live in the Cincinnati and Dayton region using a third party company to collect our sample.  Our criteria required that survey participants must be at least 18 years of age and listen to the radio at least 1-2 hours per week. 6 | Methodology
  • 7.  Notable Counties: › Kentucky  Boone  Kenton  Campbell › Ohio      Hamilton Butler Clermont Warren Montgomery › Indiana  Dearborn 7 | Methodology
  • 8. ● n = 416 Age Range 29% 30% 25% 23% 22% 20% 15% 15% 10% 5% 0% 7% 5% 18-25 8 | Demographics 26-35 36-45 46-55 56-65 66+
  • 9. ● n = 416 80% 70% 60% 50% 40% 30% 20% 10% 0% Marital status 71% 15% 12% 2% Single 9 | Demographics Married Divorced/separated Widowed
  • 10. ● n = 416 Education 30% 26% 25% 25% 20% 19% 15% 14% 13% 10% 4% 5% 0% High school or equivalent 10 | Demographics Some college Associate degree Bachelor's degree Master's degree Professional degree
  • 11. ● n = 416 Gross Annual Income 25% 25% 20% 16% 15% 10% 5% 17% 13% 12% 10% 5% 0% 11 | Demographics 3%
  • 12. AAA Audience WNKU Listeners •College Degree (57%) •Employed (80%) •HHI over $50,000 (70%) •Vote (65%) •Read Books (54%) •Age 25 – 54 (65%) •Conservative (25%) •Liberal (34%) •Male (56%) •Female (44%) Source: Mediamark Research, 2008 Demographics have NO influence!!! 12 | AAA vs. WNKU
  • 13. ● n = 416 40% 35% 30% 25% 20% 15% 10% 5% 0% % of time spent listening to AM/FM radio 39% 34% 17% 10% 1 to 2 3 to 6 7 to 9 10+ ● 39% of respondents listen to AM/FM radio 1-2 hours per week 13 | Findings - Listeners
  • 14. ● n = 416 Ways of listening to music AM/FM Radio 70% 64% Public Radio 60% 50% Satellite Radio 40% 33% 30% 20% 10% Internet/Computer 23% 15% 9% 8% 6% 7% 6% 2% 14% 16% 8% 5% 9% 7% 10% 0% Ipod/MP3 5% Music on TV Once a Week 2-3 Times a Week Daily ● 64% of respondents listen to music on AM/FM radio 14 | Findings - Listeners
  • 15. ● n = 416 Ways of discovering music 60% 50% 40% 30% 46% Friends 34% TV 32% 29% Satellite 22% 20% 10% AM/FM Radio 53% 15% 8% 8% Internet/Computer 13% 7% 6% 0% 5% 3% Social Media Cell Phone Apps Sometimes Often ● 53% discover through AM/FM Radio ● 46% sometime discover through friends 15 | Findings - Listeners
  • 16. ● n = 416 Likelihood to listen to the music they recently heard 25% 20% 21% 22% 17% 15% 15% 10% 5% 5% 0% Definitely would not Probably would not Might or might not Probably would Definitely would ● 22% said they’d probably/definitely listen to music they recently heard 16 | Findings – Likelihood [Top-2 Box]
  • 17. ● n = 416 Likelihood to…. 50% Seek out new radio stations 50% 43% Tune into a radio station that you have not listened to before 40% 40% 34% 33% 33% 34% 30% Change radio stations during commercials 30% 23% 21% Choose a radio station that provides local news/weather 20% 8% 10% 5% 0% Somewhat Likely Extremely Likely Change radio stations when radio announcers are talking Listen to a station that plays songs/artists that you already are familiar with ● 90% are most likely to listen to a familiar radio station 17 | Findings - Likelihood
  • 18. ● n = 416 Public Radio is… 25% 20% 22% 19% 19% 15% 15% 11% 9% 10% 6% 5% 0% Boring _ _ _ _ _ Exciting ●45% chose more boring than exciting while 19% chose the most boring versus the 6% who chose most exciting 18 | Findings – Public Radio
  • 19. ● n = 416 Public Radio is… 50% 41% 40% 30% 18% 20% 10% 0% 14% 7% Snobby 9% _ 7% _ _ _ _ 5% Humble ● Nearly all respondents chose in the middle showing people did not understand what was meant by snobby/humble 19 | Findings – Public Radio
  • 20. ● n = 416 25% Public Radio is… 23% 24% 23% 20% 17% 15% 10% 8% 4% 5% 0% 2% Mostly talk/news _ _ _ _ _ Mostly music ● 46% believe Public Radio focuses on Talks Shows and News versus the 6% who chose mostly music 20 | Findings – Public Radio [Top-2 Box]
  • 21. ● n = 416 Public Radio is… 50% 42% 40% 30% 20% 17% 13% 12% 9% 10% 0% 5% Liberal _ _ _ _ _ 3% Conservative ● Again, most respondents chose the middle option showing they weren’t sure what liberal/conservative meant 21 | Findings – Public Radio
  • 22. ● n = 416 Public Radio is… 30% 30% 25% 21% 20% 17% 15% 15% 10% 5% 0% 8% 4% Unintelligent 5% _ _ _ _ _ Intelligent ● 32% believe Public Radio is Intelligent versus the 9% who found it unintelligent 22 | Findings – Public Radio
  • 23. 23 | Wordle
  • 24.   Most common word: “Boring” Other notable words: › Talk, music, news, classical, liberal, NPR, free, co mmercials, entertainment, opinionated, informat ive  Interesting responses from survey… › “Boring and taking over in Cincinnati and Dayton, took away 105.9 Country. Hate the new stuff” › “Variety of music anyone could listen to” › “NKU” › “Talking and no music” 24 | Public Radio
  • 25. ● n = 416 Have you listened to these radio stations since the beginning of the year? WNKU 89.7 (Cincinnati area) 100% 93% 89% 80% WPFB 105.9 (Cincinnati area) 60% 40% 7% 20% 0% No 11% Yes ● Most people have not listened to either radio station 25 | Findings – WNKU and WPFB
  • 26. ● n = 416 60% What is WNKU? 57% 50% 40% 31% 30% 20% 10% 10% 0% 2% Never heard of WNKU Heard of WNKU but know very little about it Familiar Extremely familiar ● 88% know very little or nothing at all about WNKU 26 | Findings - WNKU [Top-2 Box]
  • 27. Why are you listening to WNKU more this year compared to last year? Select all that apply. Frequency Missing System Percent 416 100.0 NO ONE chose this option!! 27 | Findings- WNKU
  • 28. ● 91% of respondents have never seen this advertisement 28 | Findings - WNKU
  • 29. ● n = 416 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Musical Curiosity 42% I like to Discover Music that is New to Me 40% 34% 35% I Enjoy a Wide Variety of Musical Styles 26% 22% 21% 17% 16% 13% 8% 6% 10% 8% Some People Might Think I'm Musically Curious 4% Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree ● 53% like discovering music ● 68% enjoy wide variety ● 27% musically curious 29 | Findings – Musical Curiosity [Top-2 Box]
  • 30. ● n = 416 35% 30% 25% 20% 15% 10% 5% 0% People often look to me as someone who knows a lot about music 34% 27% 18% 15% 7% Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree ● 22% are considered musically knowledgeable compared to 45% who aren’t knowledgeable 30 | Findings - Musical Curiosity [Top-2 Box]
  • 31. ● n = 416 Music is an important part of my life 39% 40% 28% 30% 25% 20% 10% 0% 4% Strongly Disagree 5% Disagree Neither Agree nor Disagree Agree Strongly Agree ● 64% believe music is important in their lives 31 | Findings - Musical Curiosity [Top-2 Box]
  • 32. ● n = 416 How often do you listen to AM/FM radio Daily 100% 2-3 Times a Week 80% 60% 68% 59% 67% 19% 6% 25% 5% 24% 6% Once a Week 40% 20% 0% Not Musically Curious Somewhat Musically Curious Musically Curious ● There is a fairly even spread between not musically curious and musically curious AM/FM radio listeners 32 | Findings - Musical Curiosity
  • 33. ● n = 416 How often do you listen to Public Radio Daily 100% 2-3 Times a Week 80% 60% 40% 35% 20% 9% 4% 0% Not Musically Curious 27% 17% 8% Somewhat Musically Curious 39% Once a Week 19% 7% Musically Curious ● Musically curious listeners are more inclined to listen to Public Radio 33 | Findings - Musical Curiosity
  • 34. ● n = 416 How often do you listen to music on Satellite Radio Daily 20% 2-3 Times a Week 9% 15% 10% 5% 0% 7% 2% 2% Not Musically Curious 6% 5% 1% Somewhat Musically Curious Once a Week 6% 4% Musically Curious ● Musically curious listeners are more inclined to listen to Satellite Radio 34 | Findings - Musical Curiosity
  • 35. ● n = 416 60% 50% 40% 30% 20% 10% 0% How often do you listen to music on the internet/computer Daily 17% 7% 7% 3% 5% Not Musically Curious 15% 9% Somewhat Musically Curious 2-3 Times a Week 23% Once a Week 12% Musically Curious ● 52% of musically curious respondents listen to music on the internet/computer at least once a week 35 | Findings - Musical Curiosity [Top-3 Box]
  • 36. ● n = 416 How often do you listen music on your iPod or MP3 player? Daily 60% 50% 40% 30% 20% 10% 0% 2-3 Times a Week 16% Once a Week 5% 10% 4% Not Musically Curious 6% 15% 24% 8% 11% Somewhat Musically Curious Musically Curious ● 51% of musically curious respondents listen to music on iPods or other MP3 Players weekly 36| Findings - Musical Curiosity [Top-3 Box]
  • 37. ● n = 416 How often do you listen to music on the T.V. (Digital Music Channels) Daily 40% 30% 20% 2-3 Times a Week 9% 14% 10% 0% 1% 7% 5% Not Musically Curious 4% 5% 4% Somewhat Musically Curious Once a Week 10% Musically Curious ● 33% of musically curious respondents listen to music on T.V. at least once a week 37 | Findings - Musical Curiosity [Top-3 Box]
  • 38. How likely would you be to listen to a station that played the type of music you just listened to? 40% 40% 28% 30% 10% 0% 23% 20% 20% Musically Curious - Never heard of WNKU, liked song clips (n = 123) 29% 30% 15% 7% Definitely Would Not 4% 5% Probably Would Not Might or Might Not Probably Would Whole Sample (n = 416) Definitely Would ● 44% of musically curious respondents are likely listen to a station with those songs 38 | Findings - Musical Curiosity [Top-2 Box]
  • 39. WNKU App Icon Concept ● n = 416 Discovering Music – Cell Phone Apps Often 25% 7% 20% Sometimes 15% 2% 10% 5% 0% 1% 1% Not Musically Curious 16% 7% Somewhat Musically Curious Musically Curious ● 23% of musically curious respondents discover new music on cell phone apps 39 | Findings - Musical Curiosity [Top-2 Box]
  • 40. ● n = 416 Discovering Music – Social Media Often 50% 40% 30% 20% 10% 0% 11% 2% 2% 21% 12% Not Musically Curious Somewhat Musically Curious Sometimes 31% Musically Curious ● 44% of musically curious respondents sometimes/often utilize social media 40 | Findings - Musical Curiosity [Top-2 Box]
  • 41. ● n = 416 Discovering Music – Internet/Computer (Pandora, Grooveshark, etc.) Often 80% 60% 40% 20% 0% 8% 2% 31% 19% Not Musically Curious Somewhat Musically Curious 29% Sometimes 45% Musically Curious ● 74% of musically curious listeners discover music through internet services 41 | Findings - Musical Curiosity [Top-2 Box]
  • 42. ● n = 416 Discovering Music – Friend Recommendations Often 80% 60% 40% 20% 0% 15% 15% Sometimes 4% 48% 30% Not Musically Curious Somewhat Musically Curious 55% Musically Curious ● 70% of musically curious respondents discover music by word-of-mouth 42 | Findings - Musical Curiosity [Top-2 Box]
  • 43. ● n = 416 Discovering Music – AM/FM Radio Often 100% 80% 60% 54% 56% 35% 48% Sometimes 36% 40% 20% 0% 32% Not Musically Curious Somewhat Musically Curious Musically Curious ● 92% of musically curious respondents discover music through AM/FM Radio 43 | Findings - Musical Curiosity [Top-2 Box]
  • 44. ● n = 416 Average mean of how much the respondents liked the songs compared to how likely they would be to listen to a station that played these songs 5 4 3 2.6 3 2.2 2.72 3.22 3.12 2 1 Not Musically Curious Somewhat Musically Curious Mean - How much they liked the music Musically Curious Mean - Likelihood to listen to a radio station playing these songs ● On a 1 to 5 scale, the musically curious slightly lean toward more likely to listen 44 | Findings - Musical Curiosity
  • 45. ● n = 416 Percentage of respondents who have listened to WNKU since the beginning of 2011 15% 10% 5% 0% Not Musically Curious Somewhat Musically Curious Musically Curious ● The musically curious are your largest group of listeners 45 | Findings - Musical Curiosity
  • 46. • WNKU may have an opportunity to change the points of views listeners have about Public Radio or at least about their own station. In reality WNKU is virtually ALL music and hardly any talk shows and news • Since the amount of commercial time and time announcers speak has a significant affect on people listening to a radio station (63% are more likely to change the station when a commercial comes on and 55% when a radio announcer comes on), WNKU has a huge opportunity if they are able to convey to the public that they are mostly music • More than half of people (56%) said they prefer a station that has local news and weather, so there is a possibility to gain more listeners through adding in local news. However, there is a potential risk of losing listeners due to more time away from the music 46 | Recommendations
  • 47. Vehicles of Music Internet AM/FM Radio How Musically Curious Respondents Discover Music 74% discover new music through the internet 92% discover new music through the radio How Musically Curious Respondents Listen to Music 40% listen to music on 67% listen to the the internet at least 2- radio daily 3 times per week Suggestion for WNKU: 1. Make banners for websites directing listeners to their site to listen to their music 47 | Recommendations
  • 48. • Another popular method for the musically curious to discover music is through social media (44%) • Suggestions for WNKU: • They could create banners for Twitter and Facebook to direct listeners to their site to listen to their music • The set up for a banner on Facebook is easy and the cost is affordable with $1/day being the minimum. • 70% of listeners discover their music by Word of Mouth. If WNKU can create a buzz by using the internet for a vehicle to reach out to musically curious listeners, the possibilities could be exponential 48 | Recommendations
  • 49. “…being local isn’t just about local weather, its about being seen in the community and participating and creating events…” WPFB’s Very Own Wild Walley “…any station could have bought out the Rebel and the people would have been upset. It’s a part of their everyday lives…” ~ Mike “Wild Walley” Schneider of WPFB 49 | Conclusion
  • 50. 50 | Conclusion