New NuVoodoo Ratings Prospects Study Reveals That For Likely Ratings Respondents, YouTube is Tied With FM Radio as Biggest Music Discovery Source

CINCINNATI, OH, March 11, 2019– NuVoodoo Media Services, a data-driven media marketing, programming and content intelligence provider, presents the second installment of its spring webinar series starting Monday, March 18th with results from NuVoodoo’s latest Ratings Prospects Study of 3,084 respondents, ages 14-54, across all PPM markets. Recent data, collected in January of this year, suggest that FM Radio is losing ground as the biggest source of music discovery among most listeners, the majority of whom discover music through YouTube, with Spotify and Pandora following YouTube’s lead.

Leigh Jacobs, Executive Vice President, Research Insights, NuVoodoo Media Services, explained: “When asked, “Which of these sources would you expect to be good at helping you discover music you do not know, but fits your taste?”, the majority answered YouTube. Among likely ratings respondents and those who listen to FM at least two hours a day, FM is no better than tied with YouTube as a music discovery source.”

While these music discovery stats are not a feel-good, Mike O’Connor, Executive Vice President, Marketing, NuVoodoo Media Services, notes: “Those with a glass-half-full attitude will realize that forming a local community of YouTube channel subscribers can help boost a station’s image as curator among local influencers. And, when it comes time for paid digital marketing, every YouTube interaction can be bundled as seed data for retargeting and lookalike audiences. These so-called “first party” data relationships give stations a huge advantage over their competitors.”

Carolyn Gilbert, President and Chief Executive Officer, NuVoodoo Media Services, noted: “Though these findings are dismaying – especially given radio’s long-held dominance over all other media as the place to discover new releases or artists – smart radio marketers will see a distinct opportunity to leverage YouTube’s popularity as a source for music discovery to strengthen their connections with listeners and extend their station brands in a powerful way. We invite all radio professionals to learn more about the opportunities and insights uncovered by our latest Ratings Prospects Study in the second installment of our Spring 2019 Webinar Series beginning Monday, March 18th at Noon Eastern.”

The NuVoodoo Ratings Prospects Study is conducted twice a year to learn more about those who are most likely to say “yes” to the opportunity to wear a meter or fill out a diary in order to provide NuVoodoo clients with competitive insights and advantages that they can exploit to capture higher ratings. This is the 13th Ratings Prospects Study that NuVoodoo has completed since 2011. The company shares the top-level findings of its studies with its radio broadcasting clients to develop winning next-generation marketing and programming strategies for stations of all formats in PPM markets.

NuVoodoo will launch the second installment of its Spring 2019 Webinar Series, starting on Monday, March 18th at Noon EST (with two more opportunities to participate through Monday, March 25th). The 2019 edition of the NuVoodoo Contesting Guide will give you the latest information on:

• Whether calling, texting or registration is likely to attract more ratings respondents.
• The data collection landmines that could sabotage your contest entries and VIP club sign-ups.
• New insights on prizing concepts.
• If we’ve improved our credibility among likely ratings participants – or
if radio is still known for rigged contests?

Register for one of the three 30-minute webinars at

FOR MORE INFORMATION, Contact Carolyn Gilbert, President, NuVoodoo Media Services, at: or at 888.9VooDoo (888.986.6366)

About NuVoodoo Media Services

NuVoodoo Media Services provides data-driven digital, social and direct marketing and programming and content intelligence to the radio, television, newspaper, music and retail industries through innovative new research and marketing products and services that give clients a winning edge. NuVoodoo also provides customized and proprietary web-based research designed to connect music lovers with the music they love most. NuVoodoo Founder and President, Carolyn Gilbert, has been the radio industry’s foremost research strategist for more than 30 years. NuVoodoo brings fresh thinking and lower costs to media research, including a budget-friendly barter for services model. A “virtual” company, attracting the best people from all over, NuVoodoo has offices in Cincinnati, Austin, Chicago, New York, Philadelphia and Middletown, OH. More information may be found by visiting

MEDIA CONTACT: Lisa Dollinger, Dollinger Strategic Communication for NuVoodoo Media Services, 512.633.4084,