Tuesday, February 27, 2007

Another "Roadmap '07" Tidbit: Country Cume Prefers Pagers To Paper

When it comes to how they would like to participate in radio ratings, Country cumers expressed a stronger interest in carrying an electronic-type device than filling out a paper diary.

In our on-line survey of more than 10,000 country cumers in the US and Canada, country radio consultants Jaye Albright and Mike O’Malley report that 16.6% of all respondents said they would be “Very Interested” in carrying a pager-type device for six months to capture listening data compared to 14.6 who said they were “Very Interested” in recording this information in a “paper booklet” for 7 days.

While men (17.1) and women (16.6) shared a similar level of preference for the pager-type device, women (15.2) were more likely than men (12.7) to say they were “Very Interested” in the 7-day paper diary.

The survey intentionally did not ask about other ratings devices which are not currently in use by major ratings companies in both the US and Canada, such as cell phone technology.

Albright & O’Malley, in conjunction with Mercury Radio Research, will present additional results of their “Roadmap 2007” study at this year’s Country Radio Seminar in Nashville.

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