Nielsen released a study a while back offering radio perspective on that timeless question, “What do women want?” The “WHAT WOMEN WANT: FIVE SECRETS TO BETTER RATINGS” study was based on interviews conducted with over 1,000 diary keepers, aged 18-54, who listen to all major formats. Even though it’s been a while, (a reminder is always good) the basic findings still apply. My comments are in parenthesis after a few of the highlights.
- Even among 18 to 24-year-olds, a majority of women are concerned about what kids hear on the radio. (Positioning as a safe station is not necessary. Just “do it” as the women say)keep it “kid safe”).
- Female diary keepers also indicated a low tolerance for rude announcers.
- Forty percent of female listeners do not want any contesting at all, no matter what. (Theory: The same people who play contests also participate in ratings surveys. This does not mean you should drop contesting)
- The number one reason why women tune out a station is too many commercials. (Remember, listeners consider all interruptions commercials). Try to keep all non-music promotion quick, to the point and focused. Running sweep liners over music beds keeps forward momentum going. Keep weather sponsorships at :10 not :30)
- A majority of women across all formats want to hear songs and artists identified more frequently. In terms of importance, this identification is more important to women than funny DJs. (Front or back sell as many songs as possible. Talk about your music. Women like this. The theory that “they know all these songs is not correct)
- Only small percentages (4%) of women are active members of station loyal listener clubs.
- For women, nothing beats word-of-mouth reference about a station. They are more motivated by hearing about radio station programming and activities from a friend than by any other advertising medium.
Consultant to AC Radio, Berkowitz Broadcast Consulting
For over 40 years, Gary Berkowitz has been involved in every aspect of the operation and management of high quality, financially successful radio stations. From on air personality to music and program director, Gary has done it all since graduating Emerson College in Boston.