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
Rich Davis Named VP Of Programming For iHeartMedia-Seattle
December 18, 2014
Sharon Dastur Named SVP/Programming Integration At iHeartMedia
Mark Medina Named Program Director At Z100/New York
Denon Electronics, iHeartMedia Announce Partnership
Deezer Appoints Hans-Holger Albrecht CEO
TuneCore Acquires DropKloud And Its Founders
SoundHound Reveals Top Songs, Artists, Albums Of 2014
In Brief - December 18, 2014
December 17, 2014
iHeartMedia Names Don Parker VP/Programming, For San Francisco And Sacramento
Senate Approves Michael O'Rielly For Five-Year FCC Term
Nielsen Report: A Focus On The Public Radio Listener
iHeartRadio Jingle Ball 2014 To Air On The CW Network
In Brief - December 17, 2014
December 16, 2014
Beasley Names Rafe D'Amico VP/Strategic Partnerships
NRG Media Taps Shane Sparks Market Manager, Northwoods, WI Cluster
Shazam Upgrades Windows Phone App
KLUC’s 16th Annual Chet Buchanan & The Morning Zoo Toy Drive Breaks Records
Rdio Brings Personalized Internet Radio, On-Demand Music Subscription To Windows Phone 8.1
In Brief - December 16, 2014
December 15, 2014
CBS Radio, Carson Daly Agree To Multi-Year Contract Extension
JVC Media Closes On Purchase Of WHKQ/Orlando
Bruce Gilbert Named SVP/Sports For Cumulus And Westwood One
Don Martin Rises To SVP/Sports Programming For Premiere Networks
Columbia Promotes Bryan Younce To SVP/Video, Content Production
In Brief - December 15, 2014
Music News
J. Cole Earns Third Chart-Topper
Quick Hits: Dick Clark's New Year's Rockin' Eve, Joan Jett & The Who, Metallica, Van Morrison, Grammy Special Merit Awards
Green Day, Joan Jett Make The List For Rock Hall
Quick Hits: Madonna, Michael Jackson, The Voice
Quick Hits: Imagine Dragons, Iggy Azalea & Britney Spears, Mad Season, David Byrne / Talking Heads tribute concert
Iggy Azalea Maps Out Arena Tour
Quick Hits: Ne-Yo, Selena Gomez, Gwen Stefani & Pharrell Williams, Stevie Wonder, Everclear, Alex & Sierra, Modest Mouse
Taylor Swift Spends Another Week At #1
The Week In Review: 12/8-12/12
Quick Hits: Epicenter Festival, Beyoncé, Dr. Dre, American Music Priz
Quick Hits: Coldplay, New Year's Rockin' Eve, Golden Globe Song nominees, Judas Priest
Quick Hits: BET Honors, Modest Mouse, Rush
U2 Extends iNNOCENCE + eXPERIENCE Tour
Quick Hits: Kid Ink, Seether & Rise Above Fest, TV On the Radio, Bob Dylan
Beyoncé, Sam Smith & Pharrell Nab Six Grammy Nods
FMQB NOW

Year-End
At Issue

           2014
Interview Hilights

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!