Wednesday, March 7, 2018
Not literally exploding.
That’s simply the enthused headline atop the recent nuvoodoo research summary.
“This is largely brand new TSL, brought about by a combination of the novelty of these new devices and being able to listen in rooms that may not have had a radio for a long time.”
Let’s not live in denial. TV replaced radio on the kitchen counter, and smartphones are the new alarm clock. So this study — polling 3000+ 14-54s, across all PPM markets – is instructive:
- “Respondents most likely to say ‘yes’ to a meter offer from Nielsen…are more interested and more engaged with radio and other media.”
- “Review what your stream sounds like. With these new devices, if you’re not making the listener happy, she can ask Alexa to switch to Spotify, Pandora or Amazon (which was giving away trials of its Unlimited music service to folks who got new a new Echo during the holidays).”
Even if you don’t pay a vendor to “enable your skill,” your station is probably available on smart speakers. Try asking Alexa: “Play [your call letters] on TuneIn.” When I asked for a station that wasn’t on TuneIn, she quickly found it on iHeart, on her own, without me asking for a new search.
By enabling your skill, you can insert a sponsor’s pre-roll message, something many advertisers will find very cool.
Tip: Make the on-air promo that asks your listeners to set-your-station-up as unthreatening as possible. “Enabling a skill” is techy gibberish. Click-to-hear a real good promo one of my client stations did.