Kassof: Listeners More Likely To Enter Contests Online Than Via Phone
February 4, 2013

Mark Kassof & Co. has released more data from their latest survey on radio contesting. Kassof says, "One surprising finding of our recent online research on contests is that a majority (65 percent) of 18-64 radio listeners have tried to win one…at least once. But only two percent actually tried on the day they took our survey. Fortunately, our research uncovered a powerful way to boost participation."

Kasoff asked listeners how likely they would be to participate given various means of entry — from "not at all likely" to "very." Via a station's Web site and email entry top the list:

When asked, "How likely would you be to participate in a radio station contest if you could enter?," 59 percent answered "Very Likely" via Web site, with the same percentage "Very Likely" through email. Meanwhile, 39 percent said "Very Likely" by text message, 38 percent were "Very Likely" by phone, with 26 percent "Very Likely" on a smartphone app and 23 percent "Very Likely" through the mail.

Kassof says, "Do I think 59 percent really are very likely to enter using email??? No! Respondents usually over-emphasize what they might do in a hypothetical situation. It’s easier to click off on 'very likely' to email than it is to actually send the email. (And these are internet respondents, so it makes sense they’d be more web-oriented than average.)

But even given these caveats, what counts here is the big numbers for web and email entry and their big margin over  other means. It makes sense.  After all, it’s almost as easy to enter a station site or send email as click on 'very likely.' (And it’s a whole lot easier and less time-consuming than trying to be the 100th caller)!"

When Kassof asked listeners who have never tried to win a contest, 45 percent said they would be "Very Likely" to enter via Web site, with 40 percent "Very Likely" to use email. Additionally, 25 percent were "Very Likely" via text message and 19 percent on a smartphone app. Just 18 percent were "Very Likely" to use the phone, with only 16 percent using the mail.

Kassof concludes that "the bottom line is that broadening contest entry methods to include the internet has significant potential for expanding the pool of potential participants, even reaching listeners who have never entered a contest before.  It’s all good! The only 'bad' is that way too many stations are overlooking the upside of online contest entry as another way to interact with listeners."




 
Breaking News
eQB NOW
The Week In Review: 7/28-8/1
Jody Gerson To Become Chairman And CEO Of Universal Music Publishing Group
Entercom San Francisco Launches the New Q102, The Beat of the Bay
Apple Closes Deal For Beats
Jacobs Media Announces "Radio's Most Innovative"
In Brief - August 1, 2014
July 31, 2014
Scripps, Journal Merging Broadcast Operations, Spinning off Newspapers
New Research From Coleman Insights And knowDigital Finds Strong Demand For NextRadio
Cumulus Announces Multi-Platform News Service Powered by CNN Newsgathering Resources
In Brief - July 31, 2014
July 30, 2014
Nielsen Reports Second Quarter 2014 Results
WRQX's Marc Orem Named Cumulus' "CBOS Star of the Week"
In Brief - July 30, 2014
FMQB FYI... Links You Should Know About
July 29, 2014
SiriusXM Reports Second Quarter 2014 Results
Do It For Kidd
In Brief - July 29, 2014
July 28, 2014
CCM+E Names Maynard SVP of Programming
Bob Rivers Ending Long-Running Morning Show
In Brief - July 28, 2014
July 25, 2014
eQB NOW
The Week In Review: 7/21-7/25
Pandora Reports Increase In Revenue, Net Loss In Q2
WRQX/Washington, D.C. Announces New Morning Show
Music News
RIAA Awards Diamond Album To 2Pac
Quick Hits: Jesse J / Ariana Grande / Nicki Minaj, Foo Fighters, Katy Perry, Michael Jackson, Janet Jackson, David Bowie, Slash featuring Myles Kennedy and the Conspirators
The Week In Review: 7/28-8/1
Lorde Pens New Hunger Games Song
Quick Hits: Katy Perry, Alicia Keys & Swizz Beatz, Enrique Iglesias & Pitbull, Sixx:A.M., Fitz and The Tantrums
5 Seconds Of Summer Debut At #1, Announce 2015 Tour
Quick Hits: Foo Fighters, Iggy Azalea, Virgin Free Fest, Maynard James Keenan
Lady Gaga & Tony Bennett Jazz Album Officially Announced
Quick Hits: Jessie J + Ariana Grande + Nicki Minaj, Muse, TV On the Radio, Hozier, Primus, Led Zeppelin
FMQB Retro-Active: Ken Sharp Gets Up Close with Graham Nash and Tom Petty
Quick Hits: Nicki Minaj, Fences / Macklemore & Ryan Lewis, Courtney Love / Kurt Cobain biopic, Wings, Bleachers
The Week In Review: 7/21-7/25
Quick Hits: Lil Wayne, Metallica, Pearl Jam, Lionel Richie
MTV Names Iggy Azalea New Host Of House Of Style
Quick Hits: Farm Aid 2014, Beyoncé, Ozzy Osbourne, Stevie Nicks
FMQB NOW

Tommy Chuck, PD
WFLZ/WMTX, Tampa

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!