Coleman Study Examines Benefits Of Radio Partnerships With Children's Miracle Network
September 10, 2013
A new study from Coleman Insights finds that radio stations partnering with Childrenís Miracle Network (CMN) Hospitalsí radio events enjoy a more positive public perception, increased year-round listenership and higher revenues than non-partners.
The study found that listeners said they tune in more to CMN partner stations the rest of the year. It also showed that CMN Hospitals' partner stations who conduct radio events have stronger images than non-partners in several categories, including a 51 percent better image for being local, a nine percent better image for having caring personalities, a 42 percent better image for being involved in the community, a 111 percent better image for raising money for a local charity and that 72 percent of listeners feel better because the station gives back#
Coleman's research also shows that "valuable brand depth beyond the music is attained" by these partner radio stations, increasing local branding and higher station revenues. In 2012, stations generated $3.5 million in additional revenues from leveraging their relationships with local Children's Miracle Network Hospitals, with all monies staying at the station.
Results from the study also showed that CMN radio events elevate talent at partner radio stations, infuse the stationís brand with an image of community service and help the station position itself as a "local brand."