By Anina Maree and Karon Clare, co-founders of Ground Control Research

JOHANNESBURG, South Africa, 29 October 2024 -/African Media Agency(AMA)/- Radio stations searching for viewers growth and income development lay the simplest foundations for doing so once they conduct qualitative and quantitative analysis to check new ideas, reveals, or presenters. The findings distilled from these analysis initiatives, when compiled from a various viewers that features present and potential listeners, assist radio stations maintain their programming on level, making certain that they keep related and aggressive in an ever-evolving media panorama.

In our years of partnering with a few of Africa’s main radio stations in supporting them plot their paths to development, some clear developments have emerged that reveal the worth of collaborating with an exterior group of viewers analysis professionals.

With our growth throughout the African continent, to Ghana, Kenya and Nigeria, now servicing East and West Africa, we’ve gathered even deeper insights into the heartbeat of the continent’s radio stations and audiences.

Make positive your tagline aligns along with your id and your viewers

A number one industrial broadcaster was able to launch a brand new station, and wished to gauge viewers responses to its proposed tagline, wanting to know how the station’s viewers would reply to the phrase, which had many various associations, relying on demographic profiles.

We performed an in-depth analysis challenge that delved into the character of radio and the way its content material resonated with customers. Using analytics to hone data-driven insights, we helped the station align the analysis findings with its advertising and marketing plans, developing with a extra complete mission station and tagline that resonated with its rising viewers.

Know what listeners count on from programming

The radio station had launched a brand new specialty sports activities present from 18h00 to 19h00 on weekdays, and wished to search out out whether or not listeners had been having fun with the present’s presenter and format. Quantitative analysis got down to discover the position performed by sports activities in listeners’ lives, and assessed listeners, recall, familiarity, likeability, and resonance.

The complete analysis marketing campaign drew on knowledge analytics to assist the programming group and the presenter to refine their content material methods. One of the important thing findings was that listeners worth the again tales behind sportspeople and their groups, and the presenter embraced this suggestions, and set about incorporating extra such options into the present.

Other essential outcomes revealed that greater than 4 in ten (43%) of the station’s listeners had been tuning in between 18h00 and 21h00, citing the station as their ‘station of choice’.

Find methods to leverage what your viewers loves greatest

A number one regional radio station with an grownup up to date content material profile together with standard native and worldwide chart toppers wished to develop its viewers with out alienating its present loyal listenership. As music was central to the station’s id, the programming group wanted to discover a method to leverage music to maintain its loyal followers engaged, whereas additionally attracting new listeners.

A complete year-long analysis programme together with three weekly name outs to check present tracks with audiences was rounded off with annual on-line music testing to construct the station’s golden play record of round 1,000 songs.

The analysis gauged which songs had been positively and negatively obtained, got down to perceive which songs that audiences felt ‘belonged’ on the station, and the way doubtless it will be for a listener to change stations primarily based on their love or dislike of a music.

Casting their internet wider for a extra inclusive strategy to viewers testing noticed the station rising its viewers and claiming its place within the high 10 stations nationally, with the outgoing managing director being lauded in media for her profitable data-driven strategy to viewers development.

Building an iconic and immediately recognisable sonic id

A number one industrial station had constructed its listenership by providing in depth discuss programming through the week, whereas providing music over the weekend. Even although listeners recognized with the weekend playlist, the station wished to replace its playlist, and to search out development potential for its weekend choices.

The analysis challenge examined music from completely different eras and genres to determine a match between viewers preferences, and the station’s playlist. While the station had beforehand been wanted for music from the Nineteen Eighties and Nineties, African music artists, jazz, and R&B music was rather well obtained by the analysis viewers.

Based on the data-driven insights gleaned from the analysis challenge, the station broadened its music providing and expanded its expertise of presenters, responding to audiences’ suggestions with out alienating any listeners.

In our expertise, constant analysis throughout numerous audiences, together with ongoing music testing, helps stations develop their second and third favorite station listenership, whereas ensuring that they keep the loyalty of their main audiences. This is simply one of many many ways in which a rigorously designed and thoughtfully carried out analysis challenge can help radio stations’ development plans, rewarding them with development.

For extra data please go to our web site: https://www.groundcontrolresearch.co.za/

Distributed by African Media Agency (AMA) on behalf of Ground Control Research.

About Ground Control Research

We are a number one digital media and client analysis firm in Africa, and we take pleasure in embracing the distinctiveness of each Africa and its customers.

Our digital options present responsive market analysis insights, facilitated by the rising on-line engagement of customers on cellphones, tablets and laptops.

Technology has empowered us to attach with respondents worldwide, permitting us to gather and course of insights immediately, and to achieve real-time insights into respondent’s life, no matter their location.

Our expertise platforms open ever rising alternatives to have interaction with and acquire beneficial insights from goal audiences by means of each quantitative and qualitative interactions.

Our radio viewers analysis options are designed to ship tactical music and content material insights, empowering radio station managers to create programming that exactly caters to numerous goal audiences.

MEDIA CONTACT
Amy Minnie
African Media Agency (AMA)
amy@africanmediaagency.com

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Source : African Media Agency (AMA)

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