On-Stage Focus Group Reveals Talk Insights

NuVoodoo Media Services has announced the findings of a live focus group of talk radio listeners conducted on stage at the Talk Radio Boot Camp last Saturday in Atlanta.

Carolyn Gilbert, President of NuVoodoo Media Services and Leigh Jacobs, Executive Vice President, Research Analysis for NuVoodoo Media Services, conducted a live focus group of talk radio listeners in front of a room of talk radio managers, consultants, programmers and hosts.

Panelists were men and women, aged 40-54, who were active talk radio listeners from Atlanta who were comfortable speaking in front of a room full of people.

Courtesy of The Morning Mouth

Carolyn Gilbert

There was no mirror or video camera between respondents and viewers. The respondents took the same stage as the one that had welcomed Nancy Grace the day before and Kerri Kasem that same morning. Gilbert and Jacobs moderated the panel that later took live questions from the industry heavyweights in attendance.

The eight panelists represented a balance of Conservatives and Liberals, but even the Liberals admitted to spending time with the more Conservative-leaning talk hosts (on WSB and WGST in Atlanta). Conversely, the Conservatives in attendance were aware of offerings on NPR and several referenced shows they listen to regularly on the local NPR station (WABE). Many of those on the panel spend at least some of their time listening to sports radio.

Leigh Jacobs

While those in the room reaped the full benefit of experiencing the comments and insights shared by the respondents, several themes lit up the session:

1. There is dissatisfaction with the existing state of conservative-oriented talk and the feeling (especially regarding the nationally-syndicated hosts) that if you hear any of the shows on a particular day, you have heard them all. Despite the syndicated hosts having distinct personalities, many felt the shows were fungible. One panelist looked at the banner on the wall advertising one major radio network’s talk line-up and said they were all the same, complaining that talk radio had “too many angry white guys.”

2. Many complained about too much political talk and praised host Clark Howard for bringing up topics and information they found interesting and useful. Several commented that some topics are beneath them as listeners. One complained about a host introducing the “best soda flavor” as a topic.

3. There was a unanimous feeling that callers added to the entertainment value of the shows when the host and the caller were at odds. Several mentioned how entertaining it had been to hear Neil Boortz “fileting” a caller who didn’t have his or her facts straight. Several others mentioned the boredom of a string of callers who do nothing more than agree with the host – reinforcing the need for well-trained, carefully guided call screeners. While none mentioned tuning into a talk show just to hear the callers, it was apparent to the radio professionals in the room that a great call screener is an important investment.

4. Most panelists responded positively when asked about staying in a car to listen to the radio long after they had arrived at their destination, waiting to hear the completion of a host’s story or the remaining exposition of a topic. “This American Life” was the specific show noted by more than one.

While there was an overall feeling that talk radio could do some things better, there was a clear love of the product and a passion for myriad variations of the talk format.

For more information about these findings, contact Carolyn Gilbert at NuVoodoo Media Services at 888.9VOODOO (888.986.6366) and at cg@nuvoodoo.com.