Re: Re: Re: Re: Re: Re: Re: Radio stations doesn't play songs or artists here in NYC


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Posted by David Eduardo on July 10, 2018 at 00:57:50:

In Reply to: Re: Re: Re: Re: Re: Re: Radio stations doesn't play songs or artists here in NYC posted by Rob Johnson on July 09, 2018 at 11:10:32:

There is a different kind of research used to find a format hole that does not include AMTs.

My preference is the ATU type test. That stands for Awareness, Trial, Usage. It can be done to test a format that does not exist in the market, based on sample pods of different music genres and blends to find something that listeners would try, and possibly convert trial into usage.

I did this in a market a little bigger than NYC a number of years ago. We tested 17 different possible formats or format variants. We found confirmation that a format I had created based on my independent personal interviews and which did not exist in "pure" form in the market would generate significant shares in that 200 station market.

Despite the market congestion (there were many neighborhood and suburban FMs and community AMs) the station debuted with a 22 share. The research also had eliminated "obvious" formats that actually would not have worked well at all.

So formats unknown in the market can be found by research, but it's a much more laborious task but very rewarding if done well.


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