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Listeners with a strong preference for Top 40 and Hot AC music are more likely to engage in ratings surveys than those who prefer other formats, according to NuVoodoo’s 24th Ratings Prospect Study.
In the first part of a two-part series detailing the findings, Executive VP of Research Analysis Leigh Jacobs examines insights that radio stations can utilize to attract and engage these influential listeners. Here are eight key takeaways that InsideRadio originally published.
Tune-Out Triggers: For Top 40 and Hot AC listeners likely to participate in ratings surveys, 62% tune out due to “too many bad songs.” That’s almost double the rate of tune-out from commercials alone, which clocks in at 38%. “This highlights the importance of playing the right music and staying in tune with listener preferences,” Jacobs writes.
DJ Etiquette Matters: More than half of listeners will change the station if hosts or DJs are perceived as rude or insensitive. In this context, enhancing listener experience and fostering a strong connection has become increasingly vital. “This emphasizes the need for on-air personalities to be mindful of their language and maintain a positive and inclusive atmosphere,” Jacobs explains. Previous studies conducted by Nuvoodoo indicate that Millennials and Gen Z exhibit heightened sensitivity, especially regarding matters of identity and social justice. “This heightened sensitivity aligns with the increased awareness and discourse surrounding these topics in recent years,” Jacobs continues.
Beware Of Jokes Or Sketches That Just Aren’t Funny: More than 40% of respondents in a recent survey reported frequently turning off programming due to unamusing jokes or sketches. Researchers at NuVoodoo indicated that younger Millennials and members of Generation Z are increasingly accustomed to viral content and algorithms prioritizing quality. “This digital meritocracy has undoubtedly raised the bar for what is considered entertaining and funny. Staying attuned to the ever-evolving tastes and preferences of their audience is paramount,” Jacobs stresses.
Watch Out For Burned Out Songs: Nearly 38% of listeners report being uninterested in songs they consider overplayed, highlighting the necessity for a vibrant and varied music rotation.
Win The Workday With A Multi-Platform Strategy: More than half (55%) of likely Top 40 and Hot AC ratings participants report working outside the home most or all days of the week. In contrast, only 17% indicate that they spend most of their work hours at home, where digital streaming platforms are the leading audio option. Among these Top 40 Hot AC listeners, traditional AM/FM radio continues to have a presence, but streaming audio services are the clear preference. Specifically, 28% of these potential ratings participants listen to AM/FM radio while at work, whereas 40% opt for streaming services such as Spotify, Pandora, and Apple Music. Jacobs said, “Only slightly less than half of radio’s share of the working audience now listens online or via the app, highlighting the importance of a multi-platform strategy.”
Promote Station Apps and Drive Adoption: Listeners of Top 40 and Hot AC radio formats are showing a notable interest in tuning in through station apps, with a significant 54% expressing that they would increase their listening if these apps were available. However, the actual usage of these applications remains disappointingly low among potential rating participants. According to a recent NuVoodoo survey, more than half (51%) of respondents indicated they had not listened to a station app in the past month, and only 39% reported using the app within the last week as of the survey’s fielding date. “This discrepancy between desire and action suggests a significant opportunity for stations to promote their apps and drive adoption among this valuable audience,” Jacobs said. “Nielsen’s companion app, designed to more cost-effectively capture respondent in-tab data, adds another layer to the importance of app usage among likely ratings respondents.” The ratings company is incorporating a gamification approach to compliance by providing incentives through its app. Meanwhile, Jacobs indicates that radio stations have the opportunity to enhance listener engagement by implementing similar gamification strategies.
Feed Their Digital Habit: NuVoodoo has identified Top 40 and Hot AC as promising ratings opportunities, referring to their audience as “digital addicts.” This term highlights the critical need for a solid digital strategy for stations aiming to attract this valuable demographic. The research reveals that more than half of these listeners engage with podcasts, with 20% committing a significant amount of time—four or more hours each week—to enjoy this format. Furthermore, 50% report spending at least four hours weekly listening to music via digital streaming platforms. These findings emphasize the necessity for radio stations to establish a strong presence in the digital landscape.
Increase Engagement Via Social Media: Nearly one-third of individuals are spending ten or more hours each week on social media, indicating a significant engagement with the digital landscape. Facebook continues to hold a strong presence among users, particularly among those over the age of 30, with more than half of this demographic logging in multiple times a day. Instagram also demonstrates robust user engagement, with approximately 50% of participants accessing the platform at least twice daily, a trend that is even more pronounced among younger audiences. While LinkedIn sees less activity, platforms like Snapchat and TikTok have gained traction, especially TikTok, which boasts daily usage among 60% of these individuals. YouTube stands out as a crucial source of entertainment and information, with nearly 70% of users accessing it multiple times daily and about 20% displaying compulsive habits, logging in ten times or more each day.
NuVoodoo will release Part 2 of its study next week. This part focuses on promotion, marketing, and the behaviors of survey-friendly Top 40 Hot AC listeners.
