Research Suggests Country Fans Are “Morning People,” So What Do They Want In Mornings?
Edison Research released findings of an extensive research study at Country Radio Seminar 2015 on Feb. 26 at the Nashville Convention Center in downtown Nashville, Tenn. Edison’s Larry Rosin and Megan Lazovick presented the study on morning habits and media usage of more than 1,500 respondents.
“Our presentation has fascinating data about those first moments in a person’s day – everything from what they do while still laying in bed to what they do while sitting at work. ” says Rosin. “Radio needs to make sure it stays competitive in those first moments of the day and adjust its strategy if necessary to do so.”
Rosin said the technology used in respondents’ bedrooms clearly indicated that radio has a “hardware problem.” “How can you win the hardware battle? What could we do to get radios in people’s bedrooms?”
The study tracked respondents’ activities throughout the morning. Choosing from a list of over 60 items, the average respondent said he/she did one-third of the activities listed between the hours of 5 a.m. and 10 a.m. Lazovick showed videos from in-home morning qualitative interviews and stressed how busy the lives of Country listeners are.
Regarding the impact of this year’s research study by Edison, CRS Executive Director Bill Mayne says, “Without question, this year’s Edison study will drive conversation and thought on morning radio listening. I find the takeaways that programmers look for are ‘content and software issues’. The sneak peek I have had into the results seem to indicate that we have more of a ‘hardware’ issue to consider, as the landscape of listener habits have changed. It’s revealing to think that people now check email and social media before brushing their teeth. The pattern of behavior ‘getting off to work and school’ definitely runs at a different pace today.”
Rosin suggested morning programs should “provide hints and ideas for making mornings simpler and more efficient. One way is to stop providing information your listeners don’t care about or use radio for any more, like traffic.”
Respondent data indicated the peak hour for respondents in the car to be between 7-8 a.m.
Rosin suggested programmers might consider adjusting the morning clock. “People are in their cars, yet we do these staccato breaks. We are talking to people at the one place they have the most access to the station-changing button and we create radio that is designed for tuneouts. Then they get to work and go into at-work modality where they are less likely to tune out and we create ‘no tuneout’ clocks.”
The new study is the latest in a series of acclaimed Edison/CRS research presentations. Edison surveyed more than 1,500 listeners about their morning habits and media usage, as well as conducting dozens of one-on-one interviews in three different markets. The result is a groundbreaking look at listeners’ needs, habits and media usage, broken down in half-hour increments.
The 2015 CRS research presentation delves into major issues such as in-car usage, radio ownership, the need for service elements and favorite morning show topics and features, but also into the small details of listeners’ morning routines. Broadcasters have always asked their morning talent to focus on the “typical” listener’s lifestyle; this study gives them more information than ever with which to do that.
Edison is a leader in research to the radio and audio business, both at the station and group owner level and with its industry-wide studies. “In the past, we’ve delved into in-car and at-work listening,” says Edison president Larry Rosin. “We’re very excited that CRS has made it possible to offer the same level of insight about mornings.”
“Our thanks to Edison Media Research for opening a window to morning lifestyle and radio habits,” says Joel Raab, chairman of the CRB research committee. “Our attendees are now better armed for battle in the increasingly competitive morning space.”
To register for CRS 2015, please visit www.crb.org or contact the CRS offices today. The current registration rate for the three-day event is $599.
About Edison Research: Edison Research conducts survey research and provides strategic information to a broad array of clients including Activision, AMC Theatres, Disney, Dolby, Google, MTV, Samsung, Siemens, Time Warner, Yahoo!, The Voice of America and Zenithmedia. Edison Research works with many of the largest American radio ownership groups including Entercom, Emmis, CBS Radio and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia and Europe. Edison Research is the sole provider of election exit poll data for the six major news organizations: ABC, CBS, CNN, Fox, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
About Country Radio Seminar: Country Radio Seminar is an annual convention designed to educate and promote the exchange of ideas and business practices in the Country music industry, with specific emphasis on issues relevant to Country radio. CRS 2015 will be held Feb. 25-27, 2015. Visit www.CountryRadioSeminar.
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