Survey: Women Want Music In Morning Drive
July 29, 2010: Alan Burns and Associates continues to release data from its big "Insights into Women, Radio, and New Media" survey, saying top artists with female Hot AC listeners include Black-Eyed Peas, Nickelback, Lady Gaga, Pink, and Green Day, while mainstream AC fans like the Eagles, Elton John, Carrie Underwood, and Billy Joel.
The number one thing these women want in morning drive is "a lot of music," followed by information and humor. Also, the researcher says, "Cash is king with women. $1,000 in cash is as desirable as a new car."
When it comes to commercials, women are six times more likely to tune out during a long break than a short one.
"Women are all about relationships," CEO Alan Burns said. "But since radio is still a male-dominated business, we tend to focus on some of the more superficial, easier-to-recognize behaviors of women. But if we take the time to look deeper, we can connect on a more profound level."
He continued, "The reflexive male view of women's interests tends to come up with things like fashion, shopping, and celebrity gossip. Those are all fun, and good for escapist entertainment. But there's another level there that's deeper -- the need to connect with others, to understand them, and to help them. If you can serve them on both levels, you have a station that’s fun to listen to, not serious, and which women feel really gets them."
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(7/30/2010 8:20:39 PM) You mean women have no taste in music, either? |
| - Steve |
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