New research from Mark Kassof & Co. shows that contests have a powerful net positive impact for stations. While listeners who are unaffected by contests one way or another are in the majority, contests have far more positive than negative impact.
Specifically, 40 percent of 18 to 64 year-old radio listeners said a contest would make a station "more interesting to listen to," while a mere three percent said it would make it "less interesting." Also, 34 percent said a station’s contest would make them listen to it more, versus only two percent who say it would make them "listen to it less."
These research findings are based on 608 online surveys of 18 to 64 year-olds in the U.S. who have cumed an FM or AM radio station in the previous week. The survey was conducted January 10-18, 2013. More details can be found at kassof.com. This research is the latest in a series of ListenerThink surveys conducted by Mark Kassof & Co.