Contests are effective in reaching high-value respondents. That’s why so many radio stations build a promotion strategy around contesting. High-value respondents are those who participate in a rating service. They’re the most valuable of all listeners because they’re a unique subset of the population that determines rating results, bonuses, and station revenue. But not all contests work. And Call In To Win contests don’t work at all.
This article explains why Call In To Win contests are no longer effective, and what to do about it. Including:
- Why radio stations should stop Call in To Win.
- How this became a problem over multiple decades.
- Alternatives that are far more effective.