What Women Want

  • November 20, 2001
Arbitron and Joint Communications have released a supplement to the What Women Want study - a format-specific summary report on the habits and preferences of female Country radio listeners. The report is intended to be in the first in a series of format specific reports culled from the results of What Women Want: Five Secrets to Better Ratings, a study released in September by Arbitron and Joint Communications Corp. According to the findings, female Country radio listeners who belong to frequent-listener clubs are twice as likely to use radio to make purchase decisions. Also, while most female Country radio listeners work, less than half (46%) of them listen to the radio at work. Over 80 percent of female Country radio listeners who were contacted by a station and asked to listen for a contest actually listened.

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