national rock perceptual trends
Download
Skip this Video
Download Presentation
National Rock Perceptual Trends

Loading in 2 Seconds...

play fullscreen
1 / 23

National Rock Trends - PowerPoint PPT Presentation


  • 319 Views
  • Uploaded on

FMRassociates.com. National Rock Perceptual Trends. May, 2008 Prepared by: FMR Associates, Inc. Tucson, Arizona. Researching Rock and Classic Rock Radio for more than 25 years, including hundreds of studies. Developed first handheld electronic device for radio in 1983 (EARS ® System).

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'National Rock Trends' - elina


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
national rock perceptual trends

FMRassociates.com

National Rock Perceptual Trends

May, 2008

Prepared by:

FMR Associates, Inc.

Tucson, Arizona

bruce fohr president fmr associates tucson az established 1981

Researching Rock and Classic Rock Radio for more than 25 years, including hundreds of studies

  • Developed first handheld electronic device for radio in 1983 (EARS® System).
  • Conducts Perceptual Telephone Studies, EARS® Library Music Tests, and Call-Out for dozens of Rock stations in large markets (Boston, San Diego, Sacramento, San Antonio, Las Vegas); medium markets (Norfolk, Tucson, Ft. Myers, Fresno, Wilkes-Barre); and small markets (Reno, Appleton, Hagerstown).

Bruce Fohr

President, FMR Associates

Tucson, AZ (established: 1981)

2

slide3

FMR has worked with nearly 450 radio stations in the U.S., Canada, Australia, Europe and Mexico, in virtually every format, including non-commercial stations, Spanish-language, public and commercial radio networks, as well as other media including newspapers, magazines, cable and broadcast television.

National Rock Trends based on averages from more than a dozen research projects over the past two years. Comparative format trends over the past five years.

3

national rock perceptual trends4

National Rock Perceptual Trends

  • What Do Classic Rock Listeners Like?
  • Why Do P-1s Prefer Rock Stations?
  • How Important Is the Morning Show?
  • How Loyal Are Rock Fans?
  • Why Are Rock Listeners Tuning In More?
  • Why Are Rock Listeners Tuning In Less?
  • How to Best Reach Rock Fans?
  • How to Engage Rock Fans?

What Do Rock/Alternative Listeners Like?

4

slide5

What Do Rock/Alternative Listeners Like?

Net

Appeal*

62%

57%

54%

Late 90’s Alternative

Grunge

80’s Hard

* “Enjoy Very Much” + “Enjoy” – “Dislike”

5

slide6

Net

Appeal*

48%

45%

39%

2000’s Mainstream

80’s Pop Metal

Metallica

* “Enjoy Very Much” + “Enjoy” – “Dislike”

6

slide7

Net

Appeal*

34%

32%

29%

Metal

2000’s Hard

2000’s Alternative

* “Enjoy Very Much” + “Enjoy” – “Dislike”

7

slide8

What Do Classic Rock Listeners Like?

Net

Appeal*

67%

62%

61%

Classic Rock Evergreens

Corporate

Late 60’s/Early 70’s Pop Classic Rock

* “Enjoy Very Much” + “Enjoy” – “Dislike”

8

slide9

Net

Appeal*

61%

56%

54%

70’s Classic Hits

60’s Classic Rock

80’s Hard

* “Enjoy Very Much” + “Enjoy” – “Dislike”

9

slide10

Net

Appeal*

54%

53%

50%

80’s Pop Metal

80’s Mainstream

80’s Alternative

* “Enjoy Very Much” + “Enjoy” – “Dislike”

10

slide11

What types of Rock/Classic Rock “fit” together (or not)?

FMR’s Format Opportunity and Music Mapping studies include Correlation Analysis to help determine formatic element fit and composition.

This includes determining the music cluster categories that “go together” like Late 90’s Alternative, Grunge, 2000’s Mainstream and Hard Alternative. For Classic Rock formats, Classic Rock Evergreens typically fits with Late 60’s/Early 70’s Pop Classic Rock and 70’s Classic Hits.

  • What doesn’t fit together?We have found “negative” correlations (non-fit results) for Alternative formats with:
      • Grunge and Classic Rock (60’s-80’s)
      • 80’s music and current (2000’s) music
      • Alternative-leaning and Metal/Hard Rock
  • Negative correlations for Classic Rock formats have included:
      • Pop/Classic Hits and Metal/Hard Rock
      • 80’s Metal/Hard/Hair and 60’s/70’s Pop Classic Rock
      • 80’s music and 60’s/70’s Pop Classic Rock

11

slide12

Why Do Rock P-1s Prefer Rock Stations?

Rock fans associate the following attributes with their favorite station:

12

slide13

How Important Is the Morning Show?

P-1s primarily prefer their favorite Rock station for its...

The average Rock P-1 music-to-Morning Show Conversion Ratio is 49%.

13

slide14

How Loyal Are Rock Fans?

(“I could switch from my favorite station...”)

14

slide15

Rock Fans Are “Loyalty-Challenged.” Why?

    • Inconsistent music
    • Lack of personality/Non-music appeals
    • Perception of too much clutter
    • Lack of stationality
  • What Makes Rock Fans More Loyal?
    • Music appeals, including variety or mix of music
    • Personality appeals, including a strong Morning Show
    • Other non-music attributes
    • Nostalgia (Classic Rock only)

15

slide18

How Tolerant Are Rock Fans of Commercials?

(“I switch from my favorite station at the start of...”)

18

slide19

How Best Reach Rock Fans?

(Advertising “Leadership” is based on the recall of...)

19

slide20

How to Engage Rock Fans?

(Pre-Disposition to Radio Contests)

20

slide21

The Internet

  • Three of ten Rock P-1s listen to some degree to radio programming streamed on the Internet.
  • Why do Rock P-1s log on to radio station websites?
    • Concert tickets/events 39%
    • Contest participation 32%
    • Download music or other content 31%
    • Read host blogs 16%
    • Communicate with hosts 15%

21

slide22

Summary of National Rock Perceptual Trends

All FMR perceptual studies, Format Opportunity™ or Vulnerability Analysis® Tracking projects are custom-designed to meet specific station goals and objectives. This presentation has depicted just a few of the areas that are typically addressed in one of these studies. These national results establish “benchmarks” that help guide the analysis and recommendations submitted for a specific station or report.

22

slide23

To see how these results might match with your Classic Rock/Alternative/Active Rock station,

visit the FMR Associates website:

www.FMRassociates.com

or contact

Bruce Fohr, President:

[email protected]

(520) 886-5548

23

ad