“How many of your audience listen to The BizRadioNetwork,” I am often asked.
“All of them,” I usually respond.
It’s a fair question, until you look into the methodologies used to measure audience listening…and realize that we’re not into mass numbers as much as we are levels of quality in the audience we draw.
Over the past year as we’ve grown our Network, we’ve taken names and notes: Names of customers drawn to the businesses who advertise on the stations. I’m not going to share their personal information, but I can share the qualitative evidence gleaned from these listeners to show a composite of the audience we cultivate here.
The BizRadioNetwork listener has an average household income exceeding $190,000…with an average net worth of $1.5-million. One third are millionaires…one in six are Multi-millionaires. They live in houses that are triple the value of the Houston and Dallas MSA.
Our listeners are fairly even distributed between the ages of 25 and 54—a third are 25-34, another third are 35-44, and the largest third are 45-54, according to sampling rendered by Arbitron earlier this year, using their new “Personal People Meter” (PPM) technology. Our Audience prefers to watch Lifetime, ESPN and Nickelodeon instead of MTV, The Food Network, or VH-1.
Arbitron is moving away from the archaic diary-sampling methodology, towards the PPM that actively records listening habits by picking up an encoded, sub-audible signal emitted by radio stations so that their listeners can be identified and tallied. About the only way you can screw with this is to wear your PPM into the audio department at Best Buy. The new methodology is more precise, and eliminates the guess work by providing hard data on who, what, when and where people listen to Radio.
The bottom line is this: stations that live by “the numbers” also die by the numbers. Sure, a station can promise you hundreds of thousands of listeners in its audience—but how many of them are qualified prospects for your business? Lots of stations like to trumpet that they’re “number one.”
Everyone is Number One at something.
And so are we.
Number One in a solid, pre-qualified audience able to act upon calls to action for purchases, investments, and political clout.
Number One in listeners with discerning taste, a sense of value, and a canniness for making money.
In short, we’re Number One in creating an audience base that most other stations would covet.
In terms of mass, we’re never going to compete.
Don’t need to.
Who listens to us?
All the one’s who count.