Heard the saying, “If it plays in Peoria it can play anywhere”? Ok, I know we mentioned this in 07/29/08 RBR #148, ‘The new Hippie Radio format hit Top 5, 25-54 Adults in its second book is playing in Peoria, IL.’
When I read the report again it made me go to Hippie Radio’s ad in RBR which directed me to their website. Now I know what you are thinking, ‘Carnegie is pumping an advertiser.’ Wrong, I am not pumping it as we have enough pain at the pump, but to any radio operator that has any PD in them, they should take a look at this website and listen to this format.
Hey, this ain’t your normal oldies format– it is a format that is proud to Brand themselves for ‘Radio for Baby Boomers.’ I’m a Boomer and proud of it. If you are scratching your head wondering what to do with a signal that’s a pain in the pump then go where the money is: Boomers.
As a former PD (and I still think like one), what truly caught my attention was their website — a truly unique presentation and I had a flashback to that souvenir year of 1968. But the PD in me went straight for the music rotation hot clock. I like the balance and the flow. Then the true test, listening – and I was impressed. When we at RBR find something unique in today’s world, we spread the news.
So you don’t believe me, well there are facts and stats to back up that ‘Baby Boomers’ control the money and they spend.
According to in-depth research by The Nielsen Company – Fact – Size matters to ‘Boomers’ – When people hear the term "Baby Boom generation," the first thing that comes to mind is its massive size. The second thing is its unabated appetite for conspicuous consumption. Boomers have been tagged with superlatives since birth, re-shaping American culture and institutions to reflect their unique zeitgeist.
Today, this age cohort is defined as follows:
• The biggest age band in history, numbering some 77 million persons
• The highest earners, with a median household income of $54,170; 55% greater than post-Boomers and 61% more than pre-Boomers
• The best educated of any group before it, with 28.5% holding a bachelor’s degree or higher and 45 million boasting some college
• The most influential investing group, with 40% of the U.S. population age 50+ controlling 75% of financial assets
• The deepest pockets, responsible for more than half of all consumer spending
• The preferred safe harbor for returning college grads (2/3 support an adult child) and their aging parents (25% live with a parent)
• The largest homeowner group; 80% of Boomers vs. 69% of the general population own a home; 25% own at least one property in addition to their primary residence according to the National Association of Realtors.
(source: The Nielsen Company, Consumer Insight – Baby Boomer Segmentation http://www.nielsen.com/)
In another recent research study by BIGresearch’s syndicated Simultaneous Media Survey (SIMM) it focused on consumers to gauge their consumption across media, products and services. Marketers can use SIMM to develop the types of consumer-centric marketing plans required to increase advertising ROI. The SIMM monitors more than 15,000 consumers twice each year. BIGresearch’s SIMM 12 includes 17,231 respondents surveyed between April 15 and June 10, 2008 it compares Boomers (born 1946-1964) to those consumers who are younger (born 1965+).
One key question on Radio was: ‘Which radio formats do you listen to most often?”
The chart below answers all. Included in this complete report, which I have reviewed, were major purchase intentions, leisure time activities, income, and stores shopped most. I’ve seen the stats and Boomers are the impressive money demo. The research is available from the SIMM database with slices and special cuts of date for your needs.
Additionally – this is the type of data Radio needs today to Sell and Market their formats, as these listeners are first consumers and that is what the advertiser and local retailer need to know. The more information you give to your clients that help them ring the cash register the more they will be with you and your station. It is called Customer Service. Rankers, 12+ demo breakouts or ratings numbers are just tools, but real consumer research is today’s business environment workbook. If I were running a group or stations this is the information I would use and teach my staff to use to become Marketers–not sales people.
Boomers 1946-1964 vs Younger Than Boomers (born 1965 & later)
|
Boomers |
Younger Than Boomers (born 1965 & later) | Index | |
| Respondents Selected: | 7053 | 7914 | |
| Which radio formats do you listen to most often? (Check all that apply) | |||
| Alternative | 11.0% | 28.0% | 39 |
| Blues | 11.6% | 8.0% | 146 |
| Classical | 14.8% | 11.3% | 131 |
| Country | 26.9% | 23.6% | 114 |
| Hip-Hop | 6.8% | 32.6% | 21 |
| Jazz | 17.5% | 10.8% | 163 |
| Latin/Hispanic | 5.3% | 11.5% | 46 |
| New Age | 6.3% | 7.6% | 83 |
| News | 21.2% | 15.3% | 139 |
| Talk | 24.8% | 17.7% | 140 |
| Oldies | 42.5% | 19.2% | 221 |
| Religious | 17.1% | 12.5% | 136 |
| R&B | 18.6% | 28.5% | 65 |
| Rock | 35.6% | 46.1% | 77 |
| Sports | 13.7% | 14.4% | 96 |
| Top 40/Pop | 21.6% | 33.5% | 64 |
*The sum of the % totals may be greater than 100% because the respondents can select more than one answer.
(source: BIGresarch/SIMM survey of 17,000+ consumers, data available – contact Phil Rist at [email protected])
Carnegie Observation: As a former PD I like this ‘Baby Boomer’ Hippie Radio format and the unique way it has been branded. Got a signal and you are scratching your head on what to do? Then take a strong look long term at the Baby Boomer Radio – Hippie. All indications point to a winner and it is live, not voice tracked. I recommend you contact Tony Richards for details, [email protected] and if you notice Federated Media, yep this is John Dille’s radio group, a solid respectable broadcaster.
Have a comment or a Viewpoint – Post below and I will respond. Any questions just give me call.
Jim Carnegie, Publisher & Editor
