Arbitron and Edison Research last week unveiled the findings of their latest "The Infinite Dial" joint research (in RAIN here). They saved a few gems -- particularly about the engagement of listeners via e-mail and on social media -- for their presentation at yesterday's RAIN Summit West in Las Vegas.
Edison Research president Larry Rosin and Arbitron SVP of Marketing Bill Rose at the Summit revisited the important points from last week's "The Infinite Dial 2013: Navigating Digital Platforms" webinar. But they also explained that their study shows the value of radio's Facebook presence and e-mail listener databases, especially when compared to Twitter. One in ten U.S. radio listeners says they follow their favorite station on Facebook, and 20 million U.S. radio listeners have signed up to receive e-mail from their P1 station (that's 8% of radio listeners), depending on the format (public radio, religious, and rock listeners were most likely to join a station's e-mail list…up to 20% for rock listeners).
On the other hand, just 2% or 3% follow their "P1" station on Twitter. (Twitter's influence, especially in the media, Rosin said, is far greater than its actual usage, they've found.) Bill Rose explained that your station's will likely be your listener base's most tech-savvy segment (including being most likely to use online radio and listen via mobile apps).
Their takeaway: the listeners on your e-mail list can be an extremely valuable asset for you and your advertising clients.
We'll have more coverage from RAIN Summit West in the coming days.