For many reasons, Social Media contact and advertising has become a vital channel for many radio stations. Not only can they reach and have a dialog with current and potential listeners, but they can also put the odds of interacting with ratings respondents squarely in their favor.
The full blog post includes insights from the newest NuVoodoo Ratings Prospects Study, which it conducts twice a year to keep its fingers on the pulse of which social media platforms are growing and vital with different demographics and format constituencies to guide its revolutionary marketing programs effectively and efficiently.
Here's the top line from the latest NuVoodoo Ratings Prospects Study: Among respondents balanced across all PPM markets, ages 14-54, Facebook remains on top for the seventh study in a row. Among respondents, over 3 in 5 report using Facebook daily. Facebook is an indispensable touchstone in the lives of many people in 2016.
Despite Facebook’s predicted demise by some in the digital world, the platform continues to have perceived positive momentum (when they net out percentages of its users saying they use it more from those who say they use it less). The Facebook momentum numbers are very positive 25-54, but are stalled at the young end of NuVoodoo's sample (as is Twitter). Instagram continues to move forward, especially 14-34. But, the big news from NuVoodoo's perspective is the perceived momentum of YouTube – strongly positive across all demos.
With strong daily usage and growing time spent among its users, YouTube is a priority for a station’s own organic marketing efforts AND becomes foundational for paid marketing programs for some stations.