National Rock Perceptual Trends May, 2008 Prepared by: FMR Associates, Inc. Tucson, Arizona...
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Transcript of National Rock Perceptual Trends May, 2008 Prepared by: FMR Associates, Inc. Tucson, Arizona...
National Rock Perceptual Trends
May, 2008
Prepared by:FMR Associates, Inc.
Tucson, Arizona
FMRassociates.com
Bruce FohrPresident, FMR AssociatesTucson, AZ (established: 1981)
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• Researching Rock and Classic Rock Radio for more than 25 years, including hundreds of studies
• Developed first handheld electronic device for radio in 1983 (EARS® System).
• Conducts Perceptual Telephone Studies, EARS® Library Music Tests, and Call-Out for dozens of Rock stations in large markets (Boston, San Diego, Sacramento, San Antonio, Las Vegas); medium markets (Norfolk, Tucson, Ft. Myers, Fresno, Wilkes-Barre); and small markets (Reno, Appleton, Hagerstown).
• FMR has worked with nearly 450 radio stations in the U.S., Canada, Australia, Europe and Mexico, in virtually every format, including non-commercial stations, Spanish-language, public and commercial radio networks, as well as other media including newspapers, magazines, cable and broadcast television.
• National Rock Trends based on averages from more than a dozen research projects over the past two years. Comparative format trends over the past five years.
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National Rock Perceptual Trends
• What Do Rock/Alternative Listeners Like?
4
• What Do Classic Rock Listeners Like?
• Why Do P-1s Prefer Rock Stations?
• How Important Is the Morning Show?
• How Loyal Are Rock Fans?
• Why Are Rock Listeners Tuning In More?
• Why Are Rock Listeners Tuning In Less?
• How to Best Reach Rock Fans?
• How to Engage Rock Fans?
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39%
41%
42%
33%
29%
26%
18%
18%
18%
13%
14%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Red Hot ChiliPeppers, Offspring,
Smashing Pumpkins,Beck)
(Nirvana, Alice inChains, Pearl Jam)
(AC/DC, OzzyOsbourne, Guns N'Roses, Van Halen)
Enjoy Very Much Enjoy Neutral Dislike
What Do Rock/Alternative Listeners Like?
NetAppeal*
62%
57%
54%
Late 90’s Alternative
Grunge
80’s Hard
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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36%
34%
43%
27%
29%
18%
22%
20%
17%
18%
15%
22%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Staind, Audioslave,Nicelback, Incubus)
(Def Leppard, BonJovi, Whitesnake)
(Metallica)
Enjoy Very Much Enjoy Neutral Dislike
NetAppeal*
48%
45%
39%
2000’s Mainstream
80’s Pop Metal
Metallica
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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29%
34%
26%
26%
23%
27%
23%
18%
22%
25%
21%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Iron Maiden, BlackSabbath, Dio)
(Godsmack,Disturbed, Mudvayne,
Tool)
(Killers, WhiteStripes, Modest
Mouse, My ChemicalRomance)
Enjoy Very Much Enjoy Neutral Dislike
NetAppeal*
34%
32%
29%
Metal
2000’s Hard
2000’s Alternative
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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46%
39%
41%
29%
32%
28%
16%
21%
23%
9%
8%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Led Zeppelin, PinkFloyd, Aerosmith)
(Foreigner, Boston,Styx, Journey)
(CCR, Van Morrison,Rolling Stones)
Enjoy Very Much Enjoy Neutral Dislike
What Do Classic Rock Listeners Like?
NetAppeal*
67%
62%
61%
Classic Rock Evergreens
Corporate
Late 60’s/Early 70’s Pop Classic Rock
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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39%
39%
40%
30%
29%
26%
22%
21%
21%
12%
8%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Eagles, Elton John,Steve Miller Band,Fleetwood Mac)
(Jimi Hendrix, Cream,Beatles, Doors)
(AC/DC, OzzyOsbourne, Guns N'Roses, Van Halen)
Enjoy Very Much Enjoy Neutral Dislike
NetAppeal*
61%
56%
54%
70’s Classic Hits
60’s Classic Rock
80’s Hard
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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34%
32%
29%
32%
32%
33%
22%
25%
26%
11%
12%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
(Def Leppard, BonJovi, Scorpions, Joan
Jett)
(Tom Petty, DireStraits, John
Mellencamp, DonHenley)
(U2, R.E.M., TalkingHeads, Police)
Enjoy Very Much Enjoy Neutral Dislike
NetAppeal*
54%
53%
50%
80’s Pop Metal
80’s Mainstream
80’s Alternative
* “Enjoy Very Much” + “Enjoy” – “Dislike”
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What types of Rock/Classic Rock “fit” together (or not)?
FMR’s Format Opportunity and Music Mapping studies include Correlation Analysis to help determine formatic element fit and composition.
This includes determining the music cluster categories that “go together” like Late 90’s Alternative, Grunge, 2000’s Mainstream and Hard Alternative. For Classic Rock formats, Classic Rock Evergreens typically fits with Late 60’s/Early 70’s Pop Classic Rock and 70’s Classic Hits.
What doesn’t fit together? We have found “negative” correlations (non-fit results) for Alternative formats with:
• Grunge and Classic Rock (60’s-80’s)• 80’s music and current (2000’s) music• Alternative-leaning and Metal/Hard Rock
Negative correlations for Classic Rock formats have included:• Pop/Classic Hits and Metal/Hard Rock• 80’s Metal/Hard/Hair and 60’s/70’s Pop Classic Rock• 80’s music and 60’s/70’s Pop Classic Rock
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56%
56%
54%
59%
51%
47%
43%
37%
31%
31%
0% 20% 40% 60% 80%
Knowledgeable DJ's
Concert involvement leadership
Workday listening
Music variety
Entertaining contests & giveaways
Music quantity
Morning Show
Advertising visibility leadership
"Talked about" Morning Show
Community involvement leadership
Why Do Rock P-1s Prefer Rock Stations?
Rock fans associate the following attributes with their favorite station:
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32%
6%
59%
0% 20% 40% 60% 80%
Music
Both the music andMorning Show
Morning Show
How Important Is the Morning Show?
P-1s primarily prefer their favorite Rock station for its...
The average Rock P-1 music-to-Morning Show Conversion Ratio is 49%.
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32%
43%
22%21%
45%
32%
0%
20%
40%
60%
Fairly Easy Not Easy, ButPossible
Pretty Difficult
Rock radio fans Other format fans
How Loyal Are Rock Fans?
(“I could switch from my favorite station...”)
Rock Fans Are “Loyalty-Challenged.” Why?
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• Inconsistent music
• Lack of personality/Non-music appeals
• Perception of too much clutter
• Lack of stationality
What Makes Rock Fans More Loyal?
• Music appeals, including variety or mix of music
• Personality appeals, including a strong Morning Show
• Other non-music attributes
• Nostalgia (Classic Rock only)
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4%
4%
4%
4%
5%
5%
5%
7%
31%
8%
12%
17%
0% 10% 20% 30% 40%
Like the music
Variety of music
More music/Less talk
Fewer commercials
Like the Morning Show
Alternative/Newer music
Nostalgia/Music from youth
Classic Rock/Older music
Fewer repeats
Rock
Like the DJ's
Better reception
Why are Rock listeners tuning in more?
17
3%
6%
5%
4%
7%
7%
7%
13%
7%
7%
11%
0% 10% 20%
Dislike the music
Repetition
Too many commercials
Poor reception
Too much talk
Format change/Flip
Not enough variety
Too much old music
Dislike the Morning Show
Dislike DJ's
Prefer another station
Why are Rock listeners tuning in less?
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5%
23%
4%
18%20%
30%
27%
16%
21%
24%
0%
20%
40%
Firstcommercial
Secondcommercial
Thirdcommercial
Fourthcommercial
Listen to allcommercials
Rock radio fans Other format fans
How Tolerant Are Rock Fans of Commercials?
(“I switch from my favorite station at the start of...”)
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3%6%
0% 2%5%
21%25%
68%
16%
6%2%
17%
36%
50%
0%
20%
40%
60%
80%
Billboards TV Bumperstickers
Newspapers T-shirts Bus signs Direct mail
Rock radio fans Other format fans
How Best Reach Rock Fans?
(Advertising “Leadership” is based on the recall of...)
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12% 13%
21%
39%
26%
17%
34% 33%
0%
20%
40%
60%
Fun to try towin
Enjoy listening Just there, likecommercials
Irritating and atune-out
Rock radio fans Other format fans
How to Engage Rock Fans?
(Pre-Disposition to Radio Contests)
• Three of ten Rock P-1s listen to some degree to radio programming streamed on the Internet.
The Internet
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• Why do Rock P-1s log on to radio station websites?
Concert tickets/events 39%
Contest participation 32%
Download music or other content 31%
Read host blogs 16%
Communicate with hosts 15%
All FMR perceptual studies, Format Opportunity™ or Vulnerability Analysis® Tracking projects are custom-designed to meet specific station goals and objectives. This presentation has depicted just a few of the areas that are typically addressed in one of these studies. These national results establish “benchmarks” that help guide the analysis and recommendations submitted for a specific station or report.
Summary of National Rock Perceptual Trends
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To see how these results might match with your Classic Rock/Alternative/Active Rock station,
visit the FMR Associates website:
www.FMRassociates.com
or contact Bruce Fohr, President:
(520) 886-5548
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