Tag Archives: CHR

Stations Can Grow Audience With Social Media Strategy

Bridge Ratings has some new study results out that focus on the successful use of social media marketing by radio stations and other businesses. It finds that effective social media marketing executed on properly selected social network sites can have jaw dropping results.

The study outlines a Social Media Network Hierarchy strategy based on social media behaviors within various demographics. For example, girls 12-17 use different social media sites than other age groups. Once the correct social media behaviors and sites are identified, and “If messaging is done properly (short in length, keyed on strategic products or services with targeted creative) and with precision, response rates can accelerate. Repetition plays a factor as well.”

Basically the study says that social media marketing can be extremely effective, provided that the target demographic’s online social behavior is well understood, product messaging is “laser-focused”, repetition is limited, and campaigns are well executed.

Several examples document the strategy, such as  a CHR station that used frequent messaging on social network sites to promote contests, on-air features and client promotions and saw a 25% increase in response. A record company that increased digital downloads by 34%. A broadcaster that grew listening sessions by 75% in 4 weeks, and an Internet radio station that grew sessions by 20% over 6 weeks.

You can read the study summary here.

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How Many Broadcasters Are Streaming?

Arbitron publishes an annual report Radio Today that provides an interesting snapshot of radio listening in the US. For the first time, the 2009 report includes streaming stations in its list of National Format Shares and Station Counts.

48% of all FM stations are streaming their programming while only 10% of those stations are rebroadcasting it on HD. 32% of AM stations are streaming, less than 4% are distributing it on HD. Of the stations that are also producing additional HD multicast channels (537 in all), 46% are also streaming that programming on side channels.

Classical stations are most likely to stream their programming – 82% of classical stations are streaming. After that, Contemporary Christian, CHR, Alternative and AAA formats are most likely to be streamed. Interestingly, only 52% of news/talk stations and 48% of talk/personality stations are streaming. Those stations don’t have to pay per performance music royalties, which keeps some broadcasters from streaming, so it’s surprising that they’re not distributing their content online.

You can download the study here.

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