A Nielsen Audio study shows sharp increases in both tune-in occasions and time spent listening (TSL) on radio stations offering consumers Futuri’s “Instant Alerts” feature (also known as Song Alerts, a key part of audience engagement system #engage) that sends text, tweet, or e-mail alerts to listeners when one of their favorite songs is about to play. The Instant Alert Efficacy Study, commissioned by Futuri Media, tracked listening activity for several months on 10 mainstream formats at 40 stations in 16 major markets measured by Nielsen’s Portable People Meter.
Notable findings include:
– Futuri stations using Instant Alerts showed an average of 5.75X larger increase in Tune In Occasions compared to “control stations” that did not use Futuri’s systems.
– Futuri stations using Instant Alerts showed an average of 30X larger increase in Time Spent Listening compared to “control stations” that did not use Futuri’s systems.
– 62.5% of stations using Futuri’s Instant Alerts increased tune-in occasions within 90 days of launching instant alerts.
– Futuri’s Instant Alerts clients were 36% more likely to see tune-in occasion increases greater than 10% within 90 days compared to control stations.
– Futuri’s Instant Alerts clients were 45% more likely to see tune-in occasion TSL increases greater than 10% within 90 days compared to control stations.
– Based on a survey of Instant Alert users, Instant Alerts capture engage fans and create an intent to listen more. Over 83% of Instant Alert subscribers said that they planned to listen more to that station in the upcoming week.
– Over half of the Instant Alert survey respondents said they “planned to listen a lot more” to their favorite station, indicating that stations with more instant alert sign-ups generally indicate forthcoming increases in listening.
– Instant Alert users may be more likely to fit the profile of a station’s “heavy user” or “P1.” 41.6% of respondents reported that they would listen greater than 2+ hours more in the coming week.
– Over 70% of Instant Alert users reported that they were “very likely” to recommend that radio station to a friend compared to 30% who said they were “somewhat likely” or “not likely.” Instant Alerts may not only motivate more listening, but greater affinity for a station.
– The analysis indicates that consumers who recently became Futuri Instant Alert users anticipate becoming more engaged with the station in terms of time spent and the likelihood of recommending the station to a friend.
– Nielsen: “This study identified a clear (high confidence) statistical relationship between the listening levels of Futuri stations as compared to control stations.”
“This study provides a meaningful link between engagement online and broadcast ratings,” said Daniel Anstandig, Futuri Media CEO, when the 2015 study was published. “This study is proof-positive that Futuri’s Instant Alerts can generate more tune-in occasions, translating into more TSL, a larger audience share and a stronger average quarter-hour market rating. Equally important is the evidence that Instant Alerts are effective at building affinity, which leads to brand loyalty and sharing. Ratings, retention, and referral – that’s a powerful combination.”