New Study Finds Audience Psychographics Drive Urban Radio's Rating Prowess and Market Dominance

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New research from the syndicated report Urban Radio: The Power Unlocked! finds that audience psychographics are the real drivers behind urban radio and explains its dominance in so many major U.S. markets in the mediaspace. These findings were recently released at the NAMD (National Alliance of Market Developers) 58th Annual Conference in Baltimore, Maryland at the Tremont Hotel as a part of the research panel with Nielsen Media Research.

New research from the syndicated report Urban Radio: The Power Unlocked! finds that audience psychographics are the real drivers behind urban radio’s dominance in so many major U.S. markets. These findings were recently released at the NAMD (National Alliance of Market Developers) 58th Annual Conference in Baltimore, Maryland at the Tremont Hotel as a part of the research panel with Nielsen Media Research.

According to the report’s author - Willis Smith, psychographics proved to be a stronger predictor of urban audience listening than either demographics or technographics in advanced statistical modeling and testing. Testing was conducted on over 500 urban radio listeners in 5 of the top U.S. urban markets.

He went on to say “this is the first time that urban radio’s real market and ratings dominance has been fully explained and proven on a more scientific basis. Prior to Urban Radio: The Power Unlocked! - the urban radio audience was primarily explained and shaped using more traditional demographics, lifestyle indicators, consumer purchase indexes, attitudinal measures, and more recently return-on-involvement”.

However, according to Smith none of these research methods - “truly fit or elicited what the urban media audience was about or took into account just how it was shaped as well as ignoring its storied history. Kinda like trying to fit a square peg in a round hole. As a consequence, any over reliance on these research methodologies, in part, likely explains why urban radio’s market and ratings dominance have never truly translated into commensurate advertising demand and revenues".

This new research comports both a fresh and authentic way of describing, pitching, and validating urban radio and urban media audiences to advertisers. And for the advertising community, media buyers and planners, it means that urban radio provides and even richer tapestry and highly effective media for targeting their campaign messages. 

Taken from Urban Radio: The Power Unlocked! presentation at the 58th annual National Alliance of Market Developers (NAMD) Conference in Baltimore, Maryland at the Tremont Hotel.

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