Radio traffic software delivers reliable data sets

Being able to interpret donor data is easier with radio traffic software.
Date Published
02/27/2015

The radio industry is alive and well. Non-commercial and public broadcasters are harnessing the power of programming to reach more donors, volunteers and community members than ever before. To better manage and understand their contributors, non-commercial broadcasters should invest in radio traffic software.

New research emerges
Nielsen recently released its State of the Media: Audio Today report, which focused on public radio. The expansive data accumulated from hundreds of stations around the country clearly prove that radio is still very much a part of Americans’ lives. Nielsen found that 243 million Americans over the age of 12, or the equivalent of 91.3 percent of the U.S. population, listen to the radio every week. In a world where it may seem that digital playlists, music site subscriptions and other forms of media might overshadow good, old fashioned radio, these figures are promising.

In reviewing the data, it’s necessary that stations consider the timing of particular broadcasts and calls to action. During the weekdays, listeners were most tuned in between the hours of 7:00am and 9:00am. Another small peak occurred between 4:00pm and 5:00pm. This is clearly the commuting crowd making sure it hears relevant updates on the way into and out of work. On the weekends, however, lunch time listening hours are most popular.

Compelling content enhances engagement
Part of the reason radio has stuck with people over the years as a way to listen to news updates, hear fresh musical artists and storytelling is that it is a psychological medium. Caffeinated Thoughts, a blog that discusses current events through the lens of conservative Christians, stated that there is an emotional connection radio provides that other mediums do not. It requires imagination, which is more engaging than say, television. The blog also states that a robust understanding of listeners can help stations provide the type of content fans enjoy.

This is why harnessing the power of radio traffic software is so crucial to the growth and success of a public radio station. Without the right data sets, it’s impossible to know when and what to play over the air. Based on information dug up by Nielsen, stations should already be aware of the hours during which their most important information should be shared. For instance, knowing that 6.3 million millennials listen to the radio every week, and 44 percent of female millennials tune in, nonprofits focused on helping young women complete education programs may want to consider tapping into the world of public broadcasting. 

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