In a recent study carried out by NuVoodoo Media Services relating to work-place listening has revealed that a large number of people listen to radio at work. The new study represents the opinions of over 3,000 respondents ages 14-54 from across all PPM markets.
Findings of the study reveal that a full 60% of likely ratings respondents identified say they listen to radio at work.
In addition, at-work listeners are more likely to listen to terrestrial radio for more hours and more days.
EVP/Research Insights Leigh Jacobs explained, “We’ve chosen to start with a dive into at-work listening because the market for audio entertainment at work has never been bigger (or younger). Fully 60% of the ratings-susceptible respondents we’ve identified say they listen at work. Savvy operators have been playing to this opportunity for decades, but the competition has never been more fierce.”
EVP/Marketing Mike O’Connor added: “In these new data, 24% say they spend at least an hour a day with terrestrial – but that number jumps to 41% among those who listen at work. 41% say they listen at least 5 days a week – but that jumps to 61% among those who listen at work. That’s the potential for significant lift for programmers and marketers who play to this opportunity.”
Pres./CEO Carolyn Gilbert noted, “Our Ratings Prospects Study 14 revealed a significant opportunity for stations. Winning the workplace war for listeners should be at the forefront of all programmers’ minds, and the devil is always in the details”.
Article first published by NuVoodoo Media. Read original here