Karon Clare, Co-founder & Director at Floor Management Analysis
JOHANNESBURG, South Africa, 3 October 2024 -/African Media Company(AMA)/- Radio stations intent on retaining their audiences and gaining new listeners ought to draw on all out there sources to take action, with unbiased listenership and programming analysis being one of the vital priceless and efficient instruments at their disposal. Drawing on data-based insights can help stations’ methods for constructing development and momentum, positioning them successfully for future success.
That’s in accordance with Anina Maree, co-founder and director at Floor Management Analysis, a number one pan-African digital media and client analysis firm that has helped the continent’s most profitable radio stations develop their listenership and increase their promoting revenue by speaking to unbiased audiences.
Findings of a latest Floor Management Analysis ballot revealed that 11% of radio stations surveyed throughout Ghana, Kenya and Nigeria flip to exterior, unbiased analysis businesses to realize insights about their audiences and to assist them strategise for future development, whereas the overwhelming majority belief an in-house workforce to do viewers analysis.
Almost a 3rd of radio stations don’t arrange formal conversations with their audiences – they’ve off-air conversations with listeners who name in for competitions. Whereas this may occasionally make listeners really feel trusted and essential to the station, it solely attracts on present followers’ opinions, and doesn’t profit from the recent insights that might be gained from audiences but to be received.
“Unbiased researchers have spent years honing their expertise, constructing focus teams and designing inquiries to get essentially the most useful insights from various contributors,” provides Karon Clare, co-founder and director at Floor Management Analysis. “An inclusive method to viewers testing helps radio stations crystallise their identification, guiding them to make higher knowledgeable selections about their decisions of programming, presenters, and content material.”
Having significant insights about what their present and potential listeners hope to listen to additionally helps stations higher perceive switching behaviour – what causes their listeners to hunt content material elsewhere, and what would win new listeners of their goal market over.
These insights might be as granular as revealing listeners’ likes and dislikes about presenters, together with their perceived integrity at a time when celebrities usually embrace their potential as social media model influencers, both inside or past the context of their station commitments.
“Having the ability to collect these sorts of insights for our shoppers has meant that we’ve been in a position to provide options that steadiness presenters’ evolving roles in society with their station’s profile and content material,” explains Maree. “For instance, some hosts construct larger engagement with their audiences in the event that they’re paired with one other character, or even when they’re a part of a presenting workforce, whereas others are higher suited to solo presenting. Drawing on analysis findings and our years of expertise within the trade has seen Floor Management Analysis help radio stations in redesigning their expertise profiles, with nice success.”
With 75% of radio stations surveyed throughout the three international locations not having allotted any price range for exterior analysis, Clare emphasizes unbiased researchers complement and add worth to internally designed and funded analysis tasks, including deeper insights and broader expertise.
“Whether or not a station is doing name out music analysis, market and viewers analysis, music mapping, or desirous to assess present or future expertise prospects, unbiased researchers have their fingers on the heartbeat of the continuously evolving media trade,” Clare says. “Radio stations that know who their audiences are and what they need are the stations most wanted by advertisers, who count on particular and concise suggestions about who their promoting spend will attain.”
Floor Management Analysis surveyed radio stations throughout three international locations to realize insights into stations’ approaches to viewers analysis and techniques for development. For extra details about how Floor Management Analysis makes use of its know-how platforms to have interaction with and achieve priceless insights from goal audiences by way of qualitative and quantitative analysis, go to www.groundcontrolresearch.co.za
Distributed by African Media Agency (AMA) on behalf of Floor Management Analysis.
About Floor Management Analysis
We’re a number one digital media and client analysis firm in Africa, and we take pleasure in embracing the distinctiveness of each Africa and its shoppers.
Our digital options present responsive market analysis insights, facilitated by the growing on-line engagement of shoppers on cell phones, tablets and laptops.
Expertise has empowered us to attach with respondents worldwide, permitting us to gather and course of insights immediately, and to realize real-time insights into respondent’s life, no matter their location.
Our know-how platforms open ever growing alternatives to have interaction with and achieve priceless insights from goal audiences by way 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 various goal audiences.
MEDIA CONTACT
Amy Minnie
African Media Company (AMA)
amy@africanmediaagency.com
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