Public radio that ROCKS?

Ryan Busse Gabriel Esuola Rachel Gearding Robin VanCleave

Research Objectives• To measure NKU students’ awareness and attitudes

towards WNKU• To measure NKU students’ feelings towards the

music played by WNKU• To assess NKU students’ musical preferences at

specific times throughout the day• To assess how to attract college age listeners

without abandoning current listeners• To determine the medium of music in which NKU

Students listen to and discover music

Research Methodology Population

Northern Kentucky University Students15,279 (as of 2011)

Sampling Frame NKU classes in which MKT 492 students

were able to administer survey

SampleNKU students, from those classes, that took part

in the study = 208 participants

Research Methodology • 208 participants over a 7 day period • Participants took survey through their mobile

devices or laptops. Administers played music clips universally for class – Our initial intentions were to develop a self-

administered survey, where participants would complete survey over their mobile devices or laptops while listening to music clips through headphones

• 15 minutes to administer survey • Non-probability, student intercept

Secondary Findings- “A survey by Vision Critical finds that Pandora listeners report spending 50% more time listening AM/FM radio that non-Pandora listeners.” ( Inside Radio, November 2012)

-Pandora users are also more likely than other Americans to listen to AM/FM radio online and on a mobile device.

6-11 yrs

12-17 yrs

18-24 yrs

25-34 yrs

35-44 yrs

45-54 yrs

55-64 yrs

65-74 yrs

75+ yrs

0.0% 10.0% 20.0% 30.0% 40.0% 50.0%

1.5%

1.1%

6.3%

11.0%

4.5%

22.5%

44.7%

7.5%

1.0%

WNKU listeners

WNKU listeners

WNKU listeners are mostly seen in the 45+ age group.

Arbitron Data

Average NKU student age: 24(CollegePortrait.org)

On CampusOff Campus

26

Under-Class Upper-Class0

20

40

60

80

100

120

140

SeniorJuniorSophomoreFreshman

164

190 NKU Students out of the initial 208 answered this question

188 NKU Students out of theinitial 208; there were only 3Graduate Students not included

Demographics

16

39

97

36

- Majority of NKU Students live off campus - 71% of the respondents are upper-class students- Male and Female respondents were equally represented

Gender

MaleFemale

Do you live on or off campus?

94 96

Majors of our Respondents Base Size = 191

Top Line Findings

Genres Students Listen ToG

enre

s

0 15 30 45 60 75 90 105 120

115

114

104

93

87

60

34

33

26

BluesClassicalJazzOtherCountryClassic RockModern RockPopHip Hop

Responses

Base size = 208

Hip Hop and Pop are the most frequent genres listened to by NKU Students. On a brighter note, the two rock genres are rated as the 3rd and 4th most frequently listened to genres.

Q27Which of the following types of music do you like to listen to?

Less than 1 hour

1-2 hours

3-6 hours

7-9 hours

10+ hours

I don't listen

0%

5%

10%

15%

20%

25%

30%

35%

Percentage of how often students listen to FM radio

Percentage of how often they listen to FM radio

Our findings show FM radio listening is still instrumen-tal in the lives of NKU students. 53% total listen to FM radio 3+ hours in a typical week. Only 1% (2 re-spondents) said they do not listen

NKU Students FM Radio Listening Habits

Q59 In a typical week, how many hours do you spend listening to music on FM radio?

What Do Students Prefer to Listen to Throughout the Day?

Morning (wake up till noon)

Afternoon (noon and 5 p.m.)

Evening (after 5 p.m.)

0%5%

10%15%20%25%30%35%40%45%50%55%60%65%70%75%

Music that RocksMellow MusicTalk/NewsRather Not Listen

Q:69,78,79:Whatwhat would you prefer to listen to in the morning, afternoon, evening;191 NKU Students out of the initial 208; a few dropped off due to lack of interest or technology complications

From the results, it can be illustrated that most respondents prefer to listen to Music that Rocks throughout the day

47%

32%

15 %

6%

73%

18%

4% 5 %

51%

31%

7% 10%

In what ways do students find new music often?

FM

Recommen

dations f

rom fr

iends

TV (D

igital

music

chan

nels)

Satel

lite ra

dio (Siriu

s XM)

0%10%20%30%40%50%60%70%80%90%

100%

11.71% 7.32%

25.85%

53.60%

18.05%13.66%

35.61%

20.00%

34.15% 38.05%

25.37%14.63%36.1%

41.0%

13.2% 11.7%

Often

Sometimes

Rarely

Never

Base=205

Intern

et/Stre

aming

Social M

edia( FB,Twit)

Apps0%

10%20%30%40%50%60%70%80%90%

100%

4.90%18.14%

26.96%7.84%

19.61%18.63%

33.82%

41.67%33.82%

53.43%

20.59% 20.59%

Often

Sometimes

Rarely

Never

Base=204

Traditional ways to find new music are still prevalent. FM radio( 72% sometimes or more) and Recommendations from friends(79% sometimes or more) , are still popular ways students find music.

Internet streaming such as YouTube and Pandora are the dominant channels students find new music. (87% sometimes or more)

Two sides to this storyTraditional Modern

Q:8,9Thinking about how you might discover music that is new to you, how often do you learn about new music in the following ways?

Students Perception on Music

I like to discover music that is new to me

I enjoy a wide variety of musical styles

People often look to me as someone who knows a

lot about music

Music is an important part of my life

0% 5% 10% 15% 20% 25% 30% 35%

Strongly Disagree

Disagree

I like to discover music that is new to me

I enjoy a wide variety of musical styles

People often look to me as someone who knows a lot about

music

Music is an important part of my life

0%20%40%60%80%100%Strongly Agree

Agree

Q:7Please indicate your level of agreement with the following statements

How familiar are students with WNKU?

Never heard of WNKU

Heard of, but know very little

Familiar

Extremely familiar

0% 10% 20% 30% 40% 50% 60% 70%

18%

61%

16%

5%

Familiarity with WNKU

Percentage of Students familiar/not familiar

Base size=191

Students are aware of WNKU, but know very little about the station. Very few students are familiar, which can be seen as an opportunity.

Q:36How familiar are you with the radio station, WNKU?

How often do students listen to WNKU?

Never

Less than once a month

Once a month

2-3 times a month

Once a week

2-3 a week

Daily

0 20 40 60 80 100 120 140 160

155

14

4

5

6

4

3

Responses

-Students are not listening to WNKU

Q71 How often do you listen to WNKU?

:.

Base Size:191

Tune-Ins: Top 2 Box

James Gang - 201

G Love - 202

John Hiatt - 200

Paul Thorn - 200

Jimmy Hendrix - 201

Muddy Waters - 204

Reverand Payton - 2040%

10%

20%

30%

40%

50%

60%

70%

80%

41.4% 40.9%45.6%

39.5% 40.5%33.5%

16.3%

34.4%30.2%

24.7%30.2% 26.0%

11.6%

4.7%

Like A Lot Like Somewhat

- Based on Chuck’s identification of Tune-Ins, it is realized that respondents tended to score them high on a scale of 1-4

- Artists like James Gang, G Love and John Hiatt scored in the 70% of top 2 box

Number following artist indicate base size for respondents

1 2 3 4

Turn the station

Turn it upScale

Aggregate of Q:50-57Please indicate how you feel about this song clip.

Tune Out: Top 2 Box

0%

10%

20%

30%

40%

50%

60%

70%

35.3%31.6%

37.2%

29.3%25.1% 22.3%

7.4%

24.2%

15.3% 6.0%

7.4%

5.6%6.0%

14.4%

Like A LotLike Somewhat

Number following artist indicate base size for respondents

- Tune-Outs like Chuck expected scored low in the top 2 boxes on a 4 point scale- Most Tune-Out scored low in the Like A Lot box indicating that respondents did

not favor any of the these songs

Turn the station Scale Turn it up

1 2 3 4

Multivariate Findings

Student Living Arrangement

Upper Class

Under Class

Live on Campus

37.0%

4.5%

Upper Class

Under Class

Live Off Campus

63.0%

95.5%

- Students who live off-campus are significantly more likely to be Upper-Classmen

Q29,63 Do you live off/on campus; what year in school are you? Significant at 99% confidence

Base: 215

Familiarity With WNKU

Under-Class Upper-ClassHad a class in Landrum

Have not had a class in Landrum

Hall

7.3%

7.3%

20.3%

3.8%

11.8%

1.3%

19.3%

7.9%

Familiar Extremely Familiar

-Upperclassmen have been on campus longer than Underclassmen and are therefore more likely to have had a class in Landrum Hall-Having a class in Landrum Hall significantly increases awareness in Students

Q36_65,36_29: How familiar are you with the radio station, WNKU? Have you have a class in Landrum Hall; What year in school are you? Significant with 99% Confidence, base size=215

Never heard of WNKU

Extremely FamiliarScale

1 2 3 4

Advertisement Awareness

Under Class Upper Class

69.1%

30.9%

45.9%

54.1%

Class in Landrum No Class in Landrum

54.4%

61.8%

38.2%

Do not recall seeing ad Recall seeing ad

45.6%

-More Upperclassmen recall seeing the advertisement for WNKU and individuals who have had a class in Landrum Hall recall seeing the advertisement. This shows that the advertisement is effective.

Q23_29,65:Do you recall seeing this advertisement for WNKU; What year are you in school;In the past two years have you had a class in Landrum Hall? Significant at 99% and 97% confidence;n=188.

Pop Listeners FM Radio Listening Habits

Don't listen

Less than one hour a week

1-2 hours

3-6 hours

7-9 hours

10+ hours

0% 10% 20% 30% 40% 50%

0.0%

19.7%

20.5%

40.2%

9.4%

10.3%

Responses

Base size=117

In a typical week, the students who listen to FM radio that are pop listeners.

-53% of pop music listeners are listening to FM radio for at least 3 or more hours a week.

96% confidence

Country Listeners FM Radio Listening Habits

Don't listen

Less than 1 hour

1-2 hours

3-6 hours

7-9 hours

10+ hours

0% 5% 10% 15% 20% 25% 30% 35% 40%

0.0%

15.4%

24.2%

34.1%

15.4%

11.0%

Responses

Base Size=91

In a typical week, the students who listen to FM radio that are country listeners

98% Confidence

-61% of Country listeners are listening to FM radio for at least 3 or more hours weekly

Jazz Listeners FM Radio Listening Habits

Don't listen

Less than 1 hour

1-2 hours

3-6 hours

7-9 hours

10+ hours

0% 5% 10% 15% 20% 25% 30% 35% 40%

2.90%

35.30%

26.50%

11.80%

8.80%

14.70%

Responses

In a typical week, the students who listen to FM radio that are Jazz listeners

Base size=34 92% Confidence

Discovering New Music

Never

Rarely

Sometimes

Often

0% 10% 20% 30% 40% 50% 60%

13.50%

21.90%

36.50%

28.10%

6.40%

14.90%

30.90%

47.90%

FemaleMale

Base= 190Males-96Females-94

28.1%

36.5%

21.9%

13.5%

- Students are still using FM radio to discover new music- Females are significantly more likely than males to discover music through

FM radio

Q:94Thinking about how you might discover music that is new to, how often do you learn about new music in the following ways?Significant at 97% confidence

How frequently do females and males find music that is “new” to them through FM radio?

Discovering Music Through the Internet

Modern Rock Classic Rock0%

10%20%30%40%50%60%70%80%90%

100%

4.8%10.6%

29.5%24.5%

65.7% 61.7%

3.2%

OftenSometimes RarelyNever

- Modern Rock and Classic Rock listeners are significantly more likely to discover new music through the internet

*Internet includes: Youtube, Any Streaming Station including Pandora, Grooveshark, etc.

Base Size = 105 Base Size = 94

Q8 Thinking about how you might discover music that is new to you how often do you learn about new music in the following ways?

Tune-Ins vs. Tune Outs

Modern Rock Country Classic rock0

0.5

1

1.5

2

2.5

3

2.22.3

2.2

2.92.8

3

Tune outTune in

-Students who listen to modern rock, classic rock and country genres rated tune-ins significantly higher then tune-outs

Tune Out Base Size = 201 Tune Up Base Size = 200

Q27,Aggregate of Q:50-57Please indicate how you feel about this song clip.

Turn theStation Scale Turn it

Up

1 2 3 4

*Average means of 7 Tune-Out Music Clips7 Tune-In Music Clips

Qualitative Data

“What do you like about WNKU?”

Respondents indicated that they like: • The wide variety of music

WNKU plays• How WNKU plays different

music than other stations• The news they report• Students showed interest in

the specialty music hours

“I love the variety of music that’s played. I rarely hear

the same song twice, which is impressive.”

“Plays a wide variety of music.

The news is relevant and

interesting. It’s hip.”“I like that there are

no commercials, and they play different music than other

stations.”

Qualitative Data

“WNKU needs to

ROCK IT!!”

“ I don’t know what station WNKU is on. I don’t know what kind of music they

play. I like rock music mostly”

Qualitative Data

“How do you think WNKU could improve?”

Respondents believe WNKU can improve by:• Playing music college students

will like• Playing well known songs • More promotion of the station

“Not enough publicity. They

play music I would listen

to.”

“Play more music that college student like. Not

music that the college professors listen to.”

“I would like to hear a few well known

songs to sing along with .”

Qualitative Data“What do you like about

the FM stations you listen to?”

Respondents liked the:• Disc jockeys and radio

announcers• The variety of music played• How the radio station played

“popular” music

“I like to music and the DJ’s on the stations I

listen to regularly.” “The stations I

listen to play some top songs

and have throwback days for older songs.”

“I like the stations I listen to because they play music

that I like and if I don’t like what they’re playing I

can change to another one.”

Qualitative: What Radio Stations are Students Listening To?