WNKU & Musical Curiosity - Market Research

It’s All About The Music

Keith Boyle | Jeanna Goettelman | Jeff Hahnel | Joe Weger

1 | Introduction

Research Problem

To determine how WNKU can use their newly acquired radio stations, WPFB-FM in Middletown, Ohio and WPAY-FM in Portsmouth, Ohio, to attract new listeners, members and underwriters.

2 | Research Problem

Research Objectives Measure awareness for WNKU’s new campaign.

Determine WNKU’s image in Middletown & Dayton areas.

Determine if there is a market in these new areas.

Track awareness of WNKU’s advertising

Determine how WNKU can be identified as a community partner.

3 | Research Objectives

Secondary Research Findings 77% of adults are reached by broadcast radio

on a daily basis (Loechner, “Radio Dominant Audio Device)

Broadcast and Satellite Radio have a combined reach of roughly 122 minutes daily per listener

Approximately 1.5 million people live in five counties in the area – Hamilton, Butler, Boone, Kenton, and Campbell (The Health Foundation Of Cincinnati)

Adult Contemporary and Country are the top two music genres (Spitzer, “Busting Myths”)

4 | Secondary Research Findings

Secondary Research FindingsPerceptions of Public Radio:

Top positive perceptions of Public Radio are informative, intelligent, and insightful.

Top negative perceptions of Public Radio are boring, biased, and designed for people older than them (Everhart, “Study Sees Growth”).

5 | Secondary Research Findings

Methodology We surveyed people

who live in the Cincinnati and Dayton region using a third party company to collect our sample.

Our criteria required that survey participants must be at least 18 years of age and listen to the radio at least 1-2 hours per week.

6 | Methodology

Methodology

7 | Methodology

Notable Counties:› Kentucky

Boone Kenton Campbell

› Ohio Hamilton Butler Clermont Warren Montgomery

› Indiana Dearborn

8 | Demographics

Demographics

18-25 26-35 36-45 46-55 56-65 66+0%

5%

10%

15%

20%

25%

30%

5%

15%

23%

29%

22%

7%

Age Range● n = 416

9 | Demographics

Demographics

Single Married Divorced/separated Widowed0%

10%20%30%40%50%60%70%80%

15%

71%

12%

2%

Marital status● n = 416

10 | Demographics

Demographics

High school or equivalent

Some college Associate degree Bachelor's degree Master's degree Professional degree

0%

5%

10%

15%

20%

25%

30%

19%

25%

13%

26%

14%

4%

Education● n = 416

11 | Demographics

Demographics

$0-$20,000 $20,001-$35,000

$35,001-$50,000

$50,001-$75,000

$75,001-$100,000

$100,001-$150,000

More than $150,000

Prefer not to say

0%

5%

10%

15%

20%

25%

5%

13%

16%

25%

17%

10%

3%

12%

Gross Annual Income● n = 416

12 | AAA vs. WNKU

Audiences – AAA vs. WNKU

Demographics have NO influence!!!

AAA Audience

•College Degree (57%)•Employed (80%)•HHI over $50,000 (70%)•Vote (65%)•Read Books (54%)•Age 25 – 54 (65%)•Conservative (25%)•Liberal (34%)•Male (56%)•Female (44%)

Source: Mediamark Research, 2008

WNKU Listeners

13 | Findings - Listeners

Findings

1 to 2 3 to 6 7 to 9 10+0%5%

10%15%20%25%30%35%40%

39%

34%

10%

17%

% of time spent listening to AM/FM radio

● 39% of respondents listen to AM/FM radio 1-2 hours per week

● n = 416


Findings

Once a Week 2-3 Times a Week Daily 0%

10%

20%

30%

40%

50%

60%

70%

6%

23%

64%

7%

15%

33%

2%5%

7%9%

14%

10%8%

16%

9%6%

8%5%

Ways of listening to music

AM/FM Radio

Public Radio

Satellite Radio

Internet/Computer

Ipod/MP3

Music on TV

● 64% of respondents listen to music on AM/FM radio

● n = 416


Findings

Sometimes Often 0%

10%

20%

30%

40%

50%

60%

34%

53%

46%

15%

29%

7%8%6%

32%

13%

22%

5%8%

3%

Ways of discovering music

AM/FM Radio

Friends

TV

Satellite

Internet/Computer

Social Media

Cell Phone Apps

● 53% discover through AM/FM Radio ● 46% sometime discover through friends

● n = 416

16 | Findings – Likelihood [Top-2 Box]

Findings

Definitely would not Probably would not Might or might not Probably would Definitely would0%

5%

10%

15%

20%

25%

15%

21%22%

17%

5%

Likelihood to listen to the music they recently heard

● 22% said they’d probably/definitely listen to music they recently heard

● n = 416

17 | Findings - Likelihood

Findings

Somewhat Likely Extremely Likely0%5%

10%15%20%25%30%35%40%45%50%

34%

8%

33%

5%

33%

30%

43%

23%

34%

21%

40%

50%

Likelihood to….

Seek out new radio stations

Tune into a radio station that you have not lis-tened to before

Change radio stations during commercials

Choose a radio station that provides local news/weather

Change radio stations when radio announcers are talking

Listen to a station that plays songs/artists that you already are familiar with

● 90% are most likely to listen to a familiar radio station

● n = 416

18 | Findings – Public Radio

Findings

Boring _ _ _ _ _ Exciting0%

5%

10%

15%

20%

25%

19%

11%

15%

22%

19%

9%

6%

Public Radio is…

●45% chose more boring than exciting while 19% chose the most boring versus the 6% who chose most exciting

● n = 416


Findings

Snobby _ _ _ _ _ Humble0%5%

10%15%20%25%30%35%40%45%

7%9%

18%

41%

14%

7%5%

Public Radio is…

● Nearly all respondents chose in the middle showing people did not understand what was meant by snobby/humble

● n = 416

20 | Findings – Public Radio [Top-2 Box]

Findings

Mostly talk/news

_ _ _ _ _ Mostly music0%

5%

10%

15%

20%

25% 23% 23%

17%

24%

8%

4%

2%

Public Radio is…

● 46% believe Public Radio focuses on Talks Shows and News versus the 6% who chose mostly music

● n = 416


Findings

Liberal _ _ _ _ _ Conservative0%5%

10%15%20%25%30%35%40%45%

17%

13%12%

42%

9%

5%3%

Public Radio is…

● Again, most respondents chose the middle option showing they weren’t sure what liberal/conservative meant

● n = 416


Findings

Unintelligent _ _ _ _ _ Intelligent0%

5%

10%

15%

20%

25%

30%

4% 5%

8%

30%

21%

17%

15%

Public Radio is…

● 32% believe Public Radio is Intelligent versus the 9% who found it unintelligent

● n = 416

What words come to mind when you think of Public Radio?

23 | Wordle

What words come to mind when you think of Public Radio?

Most common word: “Boring” Other notable words:

› Talk, music, news, classical, liberal, NPR, free, commercials, entertainment, opinionated, informative

Interesting responses from survey…› “Boring and taking over in Cincinnati and

Dayton, took away 105.9 Country. Hate the new stuff”

› “Variety of music anyone could listen to”› “NKU”› “Talking and no music”

24 | Public Radio

25 | Findings – WNKU and WPFB

Findings

No Yes0%

20%

40%

60%

80%

100%93%

7%

89%

11%

Have you listened to these radio stations since

the beginning of the year?

WNKU 89.7 (Cincinnati area)

WPFB 105.9 (Cincinnati area)

● Most people have not listened to either radio station

● n = 416

26 | Findings - WNKU [Top-2 Box]

Findings

Never heard of WNKU Heard of WNKU but know very little about it

Familiar Extremely familiar0%

10%

20%

30%

40%

50%

60%56%

31%

10%

2%

What is WNKU?

● 88% know very little or nothing at all about WNKU

● n = 416

27 | Findings- WNKU

Findings

Why are you listening to WNKU more this year compared to last year? Select all that apply.

Frequency Percent

Missing System 416 100.0

NO ONE chose this option!!

28 | Findings - WNKU

Findings

● 91% of respondents have never seen this advertisement

29 | Findings – Musical Curiosity [Top-2 Box]

Findings

Strongly Disagree

Disagree Neither Agree nor Disagree

Agree Strongly Agree0%5%

10%15%20%25%30%35%40%45%

6%8%

34%

40%

13%

4%

8%

21%

42%

26%

16%

22%

35%

17%

10%

Musical Curiosity

I like to Discover Music that is New to Me

I Enjoy a Wide Variety of Musical Styles

Some People Might Think I'm Mu-sically Curious

● 53% like discovering music ● 68% enjoy wide variety ● 27% musically curious

● n = 416

30 | Findings - Musical Curiosity [Top-2 Box]

Findings

Strongly Disagree Disagree Neither Agree nor Disagree


10%15%20%25%30%35%

18%

27%

34%

15%

7%

People often look to me as someone who knows a lot about music

● 22% are considered musically knowledgeable compared to 45% who aren’t knowledgeable

● n = 416


Findings

Strongly Disagree Disagree Neither Agree nor Disagree


10%15%20%25%30%35%40%

4% 5%

28%

39%

25%

Music is an important part of my life

● 64% believe music is important in their lives

● n = 416

32 | Findings - Musical Curiosity

Findings

Not Musically Curious Somewhat Musically Curious Musically Curious0%

20%

40%

60%

80%

100%

6% 5% 6%19% 25% 24%

68% 59% 67%

How often do you listen to AM/FM radio

Daily

2-3 Times a Week

Once a Week

● There is a fairly even spread between not musically curious and musically curious AM/FM radio listeners

● n = 416


Findings


20%

40%

60%

80%

100%

4% 8% 7%9% 17% 19%35%

27%39%

How often do you listen to Public Radio

Daily

2-3 Times a Week

Once a Week

● Musically curious listeners are more inclined to listen to Public Radio

● n = 416


Findings


5%

10%

15%

20%

2% 1%4%2% 5%

6%7%6%

9%

How often do you listen to music on Satellite Radio

Daily

2-3 Times a Week

Once a Week

● Musically curious listeners are more inclined to listen to Satellite Radio

● n = 416


Findings


10%

20%

30%

40%

50%

60%

5% 9% 12%3%

14%23%

7%

7%

17%

How often do you listen to music on the internet/computer

Daily

2-3 Times a Week

Once a Week

● 52% of musically curious respondents listen to music on the internet/computer at least once a week

● n = 416

36| Findings - Musical Curiosity [Top-3 Box]

Findings


10%

20%

30%

40%

50%

60%

4% 8% 11%10%14%

24%5%

6%

16%

How often do you listen music on your iPod or MP3 player?

Daily

2-3 Times a Week

Once a Week

● 51% of musically curious respondents listen to music on iPods or other MP3 Players weekly

● n = 416


Findings

Not Musically Curious Somewhat Musically Curious Musically Curious0%5%

10%15%20%25%30%35%

5% 4%10%

7%5%

14%1% 4%

9%

How often do you listen to music on the T.V. (Digital Music

Channels)Daily

2-3 Times a Week

Once a Week

● 33% of musically curious respondents listen to music on T.V. at least once a week

● n = 416


Findings

Definitely Would Not

Probably Would Not

Might or Might Not

Probably Would Definitely Would

0%5%

10%15%20%25%30%35%40%

7%

20%

29%

40%

4%

15%

28% 30%

23%

5%

How likely would you be to listen to a station that played the type of music you just listened to?

Musically Curious - Never heard of WNKU, liked song clips (n = 123)

Whole Sample (n = 416)

● 44% of musically curious respondents are likely listen to a station with those songs


Findings


5%

10%

15%

20%

25%

1%7%

16%

1%

2%

7%

Discovering Music – Cell Phone Apps

Often

Sometimes

● 23% of musically curious respondents discover new music on cell phone apps

WNKU App Icon Concept

● n = 416


Findings


10%

20%

30%

40%

50%

12%21%

31%2%

2%11%

Discovering Music – Social Media

Often

Sometimes

● 44% of musically curious respondents sometimes/often utilize social media

● n = 416


Findings


20%

40%

60%

80%

19%31%

45%2%

8%29%

Discovering Music –Internet/Computer

(Pandora, Grooveshark, etc.)

Often

Sometimes

● 74% of musically curious listeners discover music through internet services

● n = 416


Findings


10%20%30%40%50%60%70%

30%48% 55%

4%

14%15%

Discovering Music – Friend Recommendations

Often

Sometimes

● 70% of musically curious respondents discover music by word-of-mouth

● n = 416


Findings


20%

40%

60%

80%

100%

32% 35% 36%

48% 54% 56%

Discovering Music –AM/FM Radio

Often

Sometimes

● 92% of musically curious respondents discover music through AM/FM Radio

● n = 416


Findings

Not Musically Curious Somewhat Musically Curious Musically Curious1

2

3

4

5

2.63 3.22

2.22.72

3.12

Average mean of how much the respondents liked the songs compared to how likely they would be

to listen to a station that played these songs

Mean - How much they liked the musicMean - Likelihood to listen to a radio station playing these songs

● On a 1 to 5 scale, the musically curious slightly lean toward more likely to listen

● n = 416


Findings

Not Musically Curious Somewhat Musically Curious Musically Curious0%2%4%6%8%

10%12%14%

Percentage of respondents who havelistened to WNKU since the beginning of 2011

● The musically curious are your largest group of listeners

● n = 416

Recommendations

46 | Recommendations

• WNKU may have an opportunity to change the points of views listeners have about Public Radio or at least about their own station. In reality WNKU is virtually ALL music and hardly any talk shows and news

• Since the amount of commercial time and time announcers speak has a significant affect on people listening to a radio station (63% are more likely to change the station when a commercial comes on and 55% when a radio announcer comes on), WNKU has a huge opportunity if they are able to convey to the public that they are mostly music

• More than half of people (56%) said they prefer a station that has local news and weather, so there is a possibility to gain more listeners through adding in local news. However, there is a potential risk of losing listeners due to more time away from the music

Recommendations


Vehicles of Music Internet AM/FM Radio

How Musically Curious Respondents Discover Music

74% discover new music through the internet

92% discover new music through the radio

How Musically Curious Respondents Listen to Music

40% listen to music on the internet at least 2-3 times per week

67% listen to the radio daily

Suggestion for WNKU:1. Make banners for websites directing listeners to their site to listen to

their music

Recommendations

• Another popular method for the musically curious to discover music is through social media (44%)

• Suggestions for WNKU:• They could create banners for Twitter and Facebook to direct listeners to their site to listen to their music

• The set up for a banner on Facebook is easy and the cost is affordable with $1/day being the minimum.

• 70% of listeners discover their music by Word of Mouth. If WNKU can create a buzz by using the internet for a vehicle to reach out to musically curious listeners, the possibilities could be exponential


49 | Conclusion

“…being local isn’t just about local weather, its about being seen in the community and participating and creating events…”

“…any station could have bought out the Rebel and the people would have been upset. It’s a part of their everyday lives…” ~ Mike “Wild Walley” Schneider of WPFB

WPFB’s Very Own Wild Walley

Questions?

50 | Conclusion

Documents

WNKU & Musical Curiosity - Market Research