Report: Radio Has 30 Million Amplifiers Nationwide
August 24, 2015
There has been much coverage in recent months about radio’s dominant reach. What these statistics also demonstrate is the inherent quality of radio’s audience, especially as it relates to amplifiers and ambassadors. These passionate Super Fans, who regularly share and amplify their favorite radio stations with friends and co-workers, are estimated by DMR/Interactive, a leading strategic marketing consultancy and service provider for the broadcast industry, to be approximately 30 million listeners nationwide.
“The opportunity for radio is to engage and harness this tremendous asset to drive increased listening and ROI for advertisers,” according to Andrew Curran, President and COO of DMR/Interactive.
By leveraging data analytics in ways not possible just a few years ago, stations can identify and score their best amplifiers and Super Fans who consistently drive the ratings and revenue of a station. In turn, this allows stations to also maximize their limited resources by ensuring they focus on those who matter most.
Amplifiers represent just 10-15% of a station’s audience, but based on DMR/Interactive’s audience segmentation analysis, they consume a disproportionate amount of radio and are tremendously loyal to their favorite station. In addition, the new listeners that emerge are not only in the station’s core demo, but are 70% more likely to remain engaged with the station due to the unique power of Word-of-Mouth marketing.
Curran continued, “Audience Amplification is a powerful way to consistently grow a station’s audience at little or no direct cost and it provides a competitive advantage for radio against other platforms. With limited internal resources, stations cannot afford to treat listeners the same and inefficiently allocate resources.”
Getting to know these Super Fans and Amplifiers starts with unifying a station’s existing data sources including email, texting, winners, points programs, social media and listener advisory panels and identifying the best listeners by name as part of an overall audience engagement strategy.
The result consistently drives increased listening by strengthening the station’s relationship with these Super Fans and further enables the station to provide their best advertisers with premium access to enhanced audience segments.