RBR-TVBR, in conjunction with the database at BIGresearch, explores the confluence of radio listeners with other media to determine what the fans of a particular style of radio program like to read
(print or electronic). Knowing the habits of the consumer that has loyalty to a particular format opens the door for cross marketing and advertising, says the report.
To be a favorite magazine
included in the BIGresearch data, at least 0.3% of the population 12+ had to select it. And to be included in the RBR analysis, each radio program type had to have been selected by at least 1.5% of
the 18+ population. Many magazines score less than that, noted the report, and many survey respondents had no particular preference. In all, over half of respondents ended up in the Other or No
Preference categories. Further, others in the format also likely read the same title, but not first.
Titles most often checked off as a first preference, read by the entire 18+ population of
the BIGresearch survey, show up most often on the radio program top pick lists.
Magazine Preference Selected as First Choice by Listeners (Excluding Other and No Preference) |
Magazine Selected
First | % of Respondents |
People | 4.8% |
Time | 2.9 |
Sports Illustrated | 2.0 |
Cosmopolitan | 1.6 |
Game Informer | 1.4 |
Readers Digest | 1.4 |
Woman's Day | 1.4 |
Good Housekeeping | 1.3 |
Better Homes and Gardens | 1.3 |
AARP The Magazine | 1.1 |
Essence | 1.1 |
Maxim | 1.1 |
Source: RBR-TVBR, July
2011 |
Following are the individual radio styles and the percent of respondents selecting that title as first reading preference. The report suggests that
this analysis provides one more prism through which radio stations can view their audience.
Alternative radio
This group is mostly notable for the titles it wants
little or nothing to do with. Among the top 12, it pretty much avoids Readers Digest, Good Housekeeping, and AARP The Magazine, scoring an almost invisible 0.2.
Overall Percent of
Responses and Magazine
- 6.3% People
- 3.6 Time
- 3.6 Game Informer
- 3.1 Cosmopolitan
- 2.3 Maxim
- 2.0 Sports Illustrated
- 1.6 Entertainment
Weekly
- 1.6 National Geographic
- 1.6 Rolling Stone
Blues radio
Some of these selections are typical of noncommercial formats,
others are typical of urban formats. Newsweek missed with a 1.4.
- 4.4% Time
- 3.4 People
- 2.9 Sports Illustrated
- 2.2 Ebony
- 2.1 National Geographic
- 1.9
Jet
- 1.8 Essence
- 1.6 Game Informer
Classical radio
This group shows its intellectual muscles, putting Time ahead of People as one
clue. Although they didn't score high enough (1.5%) to make this list, this group gave the New Yorker a 1.3, The Economist a 1.2 and Smithsonian a 1.1.
- 4.9 Time
- 4.0
People
- 2.3 Readers Digest
- 2.2 National Geographic
- 2.0 Game Informer
- 1.9 Newsweek
- 1.7 Sports Illustrated
- 1.7 AARP The Magazine
Country radio
Three domestic titles make the list, and Family Circle was under the radar at 1.2, which nevertheless is double the 0.6 the magazine gets for all 18+.
- 6.6 People
- 2.5 Good Housekeeping
- 2.4 Readers Digest
- 2.4 Woman's Day
- 2.3 Time
- 2.2 Better Homes and Gardens
- 2.1 Sports Illustrated
- 2.1
Cosmopolitan
- 1.6 AARP The Magazine
Latin/Hispanic radio
Nine titles fell into the 1.0-1.4 range. Notably among them is Playboy, which
gets 1.2 from this format for its highest score.
- 8.6 People
- 4.6 Cosmopolitan
- 3.8 Time
- 3.0 Game Informer
- 1.9 Maxim
- 1.5 US Weekly
News radio
The tastes of the radio news crowd are all over the map, says the report.
- 5.1 Time
- 4.8 People
- 2.2 Sports Illustrated
- 2.0
Newsweek
- 1.6 Readers Digest
- 1.6 AARP The Magazine
- 1.5 Good Housekeeping
- 1.5 Better Homes and Gardens
R&B radio
A completely unsurprising dominance of urban-flavored reading material is favored by this group. If you were thinking this crowd is older - well, maybe they are, but AARP only pulled an 0.5.
Glamour was a little under the radar at 1.1.
- 5.9 People
- 4.4 Essence
- 3.7 Ebony
- 3.3 Time
- 3.3 Cosmopolitan
- 2.3 Jet
- 2.2 Game
Informer
- 2.1 Sports Illustrated
- 2.1 O Magazine
- 1.6 ESPN The Magazine
- 1.5 Maxim
Sports radio
Sports
Illustrated and ultra-strong showing from ESPN The Magazine tells most of what you need to know about this format audience. Note the presence of Men's Health in the reading lineup, and further
note that Golf pulled a 1.0.
- 8.6 Sports Illustrated
- 4.9 Time
- 3.7 ESPN The Magazine
- 3.6 People
- 2.8 Maxim
- 1.7 Game Informer
- 1.6
Newsweek
- 1.6 Men's Health
Talk radio
Only five mags topped 1.5, but 14 fell between 1.0 and 1.4.
- 4.3 Time
- 4.2
People
- 2.7 Sports Illustrated
- 1.6 Readers Digest
- 1.6 Consumer Reports
Top 40-Pop radio
Entertainment is most definitely the name
of the game for this group. News titles are for the most part missing except for a poor performance from Time.
- 8.2 People
- 3.7 Cosmopolitan
- 2.6 Time
- 2.1 Sports
Illustrated
- 2.1 Woman's Day
- 2.0 Entertainment Weekly
- 1.7 US Weekly
- 1.6 Maxim
- 1.5 Game Informer
There are additional genres in
the complete report, and the report concludes by noting that knowing the consumer habits is the key to increasing radio's audience level and also building loyalty.
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