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National Rock Perceptual Trends

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).

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National Rock Perceptual Trends

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  1. FMRassociates.com National Rock Perceptual Trends May, 2008 Prepared by: FMR Associates, Inc. Tucson, Arizona

  2. 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

  3. 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

  4. 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

  5. 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

  6. Net Appeal* 48% 45% 39% 2000’s Mainstream 80’s Pop Metal Metallica * “Enjoy Very Much” + “Enjoy” – “Dislike” 6

  7. Net Appeal* 34% 32% 29% Metal 2000’s Hard 2000’s Alternative * “Enjoy Very Much” + “Enjoy” – “Dislike” 7

  8. 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

  9. Net Appeal* 61% 56% 54% 70’s Classic Hits 60’s Classic Rock 80’s Hard * “Enjoy Very Much” + “Enjoy” – “Dislike” 9

  10. Net Appeal* 54% 53% 50% 80’s Pop Metal 80’s Mainstream 80’s Alternative * “Enjoy Very Much” + “Enjoy” – “Dislike” 10

  11. 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

  12. Why Do Rock P-1s Prefer Rock Stations? Rock fans associate the following attributes with their favorite station: 12

  13. 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

  14. How Loyal Are Rock Fans? (“I could switch from my favorite station...”) 14

  15. 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

  16. Why are Rock listeners tuning in more? 16

  17. Why are Rock listeners tuning in less? 17

  18. How Tolerant Are Rock Fans of Commercials? (“I switch from my favorite station at the start of...”) 18

  19. How Best Reach Rock Fans? (Advertising “Leadership” is based on the recall of...) 19

  20. How to Engage Rock Fans? (Pre-Disposition to Radio Contests) 20

  21. 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

  22. 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

  23. 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: Bruce@FMRassociates.com (520) 886-5548 23

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