Alan Burns and Associates have released more results from the company's third annual national study of female radio listeners, titled "Here She Comes 2012 - Insights into Women, Radio, and New Media." In the newest batch of research, Burns looks at mothers' morning media experiences as compared to other women.
"Working mothers wake up, on average, 45 minutes earlier than women who have no children at home," said Burns. "They’re more likely to have to feed and dress the kids, pick up after them, care of their pets, plan the evening’s dinner, do some household chore, and turn on a television. Working moms are 52 percent more likely to turn on a television in the morning than women without kids."
He continued, "Women turn TV on in the morning for two reasons: to distract the kids, and/or for information, and working women are 57 percent more likely to name news as the first thing they want in the morning....whether it’s from radio, TV, or the internet. Fully one-quarter of all working moms want news first thing."
Moms and women with jobs are also in a better mood, according to Burns’ research. "Working women, and mothers, are more optimistic and positive than the average, and significantly more upbeat than non-working or childless women," said Burns SVP Jeff Johnson.
Burns adds that both mothers and employed women listen to more morning radio. "The daily cume to radio by working mothers is 15 points higher than the all-women average," he says, "and their TSL is better. On average, working moms listen to almost an hour of radio between 5:30 and 9:00am." Burns also says that based on what women have to do before leaving home in the morning, advertisers related to food and cooking, pet care, and household supplies would seem to be naturals for morning radio.
Burns and Associates researched the attitudes toward and usage of media and music as well as the personal interests of over 2,000 women who listen to AC or CHR radio. Burns is releasing the results of the 2012 study in a series of four free webinars presented by Triton Digital. The next webinar is slated for this Thursday at 3:30 p.m. ET. To register, click here.