Women 15 to 54 say they love their favorite radio station more than Pandora, and by a huge margin: 58% to 32%. This and other information about how women feel about radio today will be presented today in the first of four webinars from Alan Burns and Associates in partnership with Strategic Solutions Research.
“Most women have a surprisingly deep connection to their favorite radio station,” said Alan Burns. “We asked them who they felt understood them better: the radio station they listen to most, people who decide what fashions to stock in department stores, or the manufacturers of the cosmetics they use. Despite the fact that the cosmetics and fashion industries spend millions of dollars on understanding and predicting women, radio wins (80% to 69% each for fashions and cosmetics).
“And wait ‘til you see who else radio beat,” added Strategic EVP Hal Rood, “it stunned us.”
The topic of today’s webinar is from the Burns/Strategic study “the State of Radio with Women” and looks at a five-year trend in women’s perceptions of the medium. “Most of the news is good,” said Burns, “but it’s not all rainbows and ponies for radio. By the end of the presentation, we think most people will agree with us that the glass is mostly, but not completely, full, with a leak that needs to be plugged.”
The study, titled “What Women Want 2017 – Insights into Radio, Music, and New Media” surveyed 2,000 women aged 15-54 for their usage and perceptions of radio, pure play music streamers, and other sources of music, including what audio drivers of connected vehicles listen to. Results are being released in a series of four webinars, with the first scheduled for today, Thursday (Feb. 16) at 2pm Eastern/11am Pacific.