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
Chris Kampmeier Announces Retirement, Rick Everett Named RVPP/iHeartMedia North Florida
HBO Documentary on Jimmy Iovine & Dr. Dre Coming Soon
Eleven Seven Music Group Appoints Steve Kline As CEO, Expands Staff
December 8, 2016
Warner Music Group Reports Fourth Quarter & Full Year Results
Coleman Insights Names Jessica Lichtenfeld as Associate Consultant
December 7, 2016
iHeartMedia-Indianapolis Names Brad Polston Market President
SFX Entertainment Rebrands As LiveStyle, Inc.
Lux Moves to Morning Drive at NOW 96.3/St. Louis
Alpha Media Names Chelsea Thomas New Morning & Middays Host/MD For WDJX/Louisville
December 6, 2016
Cumulus Media Lafayette Names Scott Chiasson VP/Market Manager
Capitol Music Group Promotes Jeff Temske To SVP/Streaming, Strategy & Research
Jeff Kapugi Exits WUSN/Chicago & CBS Radio VP/Country Programming Post
iHeartMedia Atlanta Debuts DJ Scream & Hoodrich Radio Broadcasted On 92.3 & 96.7 The Beat
WMMR's Preston & Steve Camp Out for Hunger Receives Record-Breaking Food Donations
December 5, 2015
Delilah To Be Inducted Into NAB Broadcasting Hall Of Fame
Interscope Records Continues to Roll in 2016
Liz Morentin Named Executive VP/Comms and Media At Warner Bros Records
December 2, 2016
CBS Radio Elevates Tracy Brandys To SVP/Market Manager & Director/Sales, Baltimore
WKST/Pittsburgh's Stuff A Bus Fills 57 Buses With Toys For Toys For Tots
Dan Dalton and Roc Nation Form Management Partnership
December 1, 2016
iHeartMedia Launches On-Demand Streaming Services
105.1 The Bounce/Detroit Announces On-Air Lineup
November 30, 2016
Alpha Media Names Ronnie Stanton VP/Programming
Music News
Greg Lake of Emerson, Lake & Palmer Passes Away
Quick Hits: Taylor Swift, Zayn, Tom Petty & The Heartbreakers
Quick Hits: Lady Gaga, Forecastle Festival, Ryan Adams, We Rock with Standing Rock concert
FMQB Retro-Active: Ken Sharp Revisits the Iconic Album Pet Sounds, and Delves Into New Music with Joyous Wolf
Beyoncé Leads 59th Annual Grammy Nominees
The Weeknd's Starboy Rises to the Top
Quick Hits: Justin Bieber, Guns N' Roses, Carolina Rebellion & Welcome to Rockville, Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest
Prince Documentary, Celebration on the Way in 2017
Quick Hits: Alessia Cara, Lady Gaga, Dead & Company
Quick Hits: J. Cole, Bon Jovi, Grouplove, Kid Cudi, ABC's Dick Clark's New Year's Rockin' Eve
Metallica Earn Sixth #1 Album on Billboard 200
Quick Hits: Taylor Swift, Rock On The Range, Kelly Clarkson
Quick Hits: Grammy Hall Of Fame, Soul Train Awards, Guns N' Roses
Justin Bieber and Drake Top 2016 American Music Awards
Quick Hits: Bruno Mars, Adele, The Weeknd, Chance The Rapper
FMQB NOW

Ross Mahoney, PD
KXTE, Las Vegas



Question Of
The Week

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!