Music Discovery Update: RPS 20 Preview

The first of three live webinars to present the data from NuVoodoo’s latest Ratings Prospects Study is set for Tuesday, July 19 at 1 PM EDT – with additional sessions scheduled for Monday, July 25, and Wednesday, August 3. Reserve your spot now at nuvoodoo.com/webinars. It’s our 20^th twice-annual study focused on ratings-likely respondents across the PPM markets.

With Nielsen set to replace as many as 75% of the legacy PPM meters with their new wearable meters by the end of 2022, we wanted to ensure we’d have enough respondents to break out subgroups of likely ratings respondents who predict they’d carry the new wearable meter in each of its three forms: clip mount, pendant, and wristband. So, we went big on the sample for this summer RPS (Ratings Prospects Study): 5,495 respondents ages 14-54.

There’s a lot in this presentation:

• We’re updating our understanding of what motivates potential PPM participants as they confront Nielsen’s new smartphone app.
• We’re taking a fresh look at the audio landscape as lives resume an updated version of normal and spend more time behind the wheel and out of their homes.
• With so many social media apps in the news, we’re diving into daily and chronic usage for the major platforms (how bad is the news for Facebook, Insta, and Twitter?).
• Marketing dollars are precious, so we’ll show the most-effective advertising media for different format constituencies.
• Contest dollars are also precious, so we’re back with recommendations on contest prizes and mechanisms.
• Who are the folks who really connect with stations versus those who think there’s nothing special on the radio?
• What are the biggest drivers of tuneout beyond commercials?

We’re also looking at new music discovery: which listeners are most interested and how many are relying on radio to connect them with new songs. When we asked those who say new music is very important to them about the places they’ve discovered new songs in the past year, slightly over half say radio stations – just a few points behind YouTube and DPS’s (Spotify, Apple Music, Amazon Music, Pandora, etc.). However, not all generations are alike when it comes to music discovery.

We’ll show how the generations think about music discovery among those likely to participate with Nielsen (and different format constituencies, etc.) of course. The devil’s always in the details and we’re satanic (to quote Drake).

July is one of the peak months for summer vacations, so we have three live sessions starting Tuesday, July 19 at 1 PM EDT (with additional sessions scheduled for Monday, July 25, and Wednesday, August 3). Save your spot now at nuvoodoo.com/webinars.