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Taking Advantage of Heavy Radio Listeners Using Quintile Analysis

May 30, 2018

Quintile Analysis sounds like a phrase that you might hear on “The Big Bang Theory” or in some scientific paper. However, Quintile Analysis is a great way to promote the value of radio and highlight the value of heavy radio listeners.

The concept is simple; rank all radio listeners on the amount of time they spend with radio. The top 20%, or one-fifth (a quintile) are the heaviest radio listeners. While radio reaches just about everyone (90%+ weekly reach), these heavy listeners, known as quintile 1, are the ones who are most impacted by ad messages. You can build an effective frequency so that they react to the advertising message.

If your station is a Scarborough subscriber, it is easy to take advantage of heavy radio listeners to grow the radio pie. Using Tapweb’s Crosstab report, or Research Director, Inc.’s Prospector, find the characteristics where Quintile 1 Radio listeners outperform the general population. Share with advertisers how heavy radio listeners compare to the general population based on:

  • Demographic/ethnic characteristics
  • Income and socioeconomic characteristics
  • Lifestyle and activities
  • Geography
  • Ownership and product purchasing habits
  • Plan to purchase activities

By promoting these heavy radio listeners as ideal customers, a quality sales person can promote radio as the ideal advertising vehicle for potential advertisers.

Quintile analysis is also extremely valuable to compare radio’s heavy listeners to other advertising outlets. This includes:

  • Television
  • Newspaper
  • Outdoor (miles traveled)
  • Internet

Looking at one market shows that Adults 25-54 are heavy radio listeners (index 105 for Quintile 1) and light television viewers (index 111 for quintile 5) and light newspaper readers (quintile 113 for quintile 5).

Radio has many advantages over television, newspaper, outdoor, and digital advertising. However, documenting local market data that shows that heavy radio listeners are a better target than heavy users of other advertising outlets is key to growing the radio pie, and your own billing.

It all comes down to using the right vehicle to deliver the ideal consumer for a specific advertiser.

If you need more information on how to take advantage of qualitative research to help grow your billing, feel free to contact us at info@ResearchDirectorInc.com.

-Charlie Sislen, Partner