gitiveSpin the radio dial and you’ll hear contests and promotions on nearly every frequency. It’s part of what radio does well. And it works to herd those ratings respondents to your radio station. But when it comes to prizes and incentives, it’s time to rethink your contest strategy. Cash may not be king of contests anymore.
Traditionally, cash is king. Every research project will show you that the audience wants money more than anything. And it certainly seems that big money cash contests are popular. That’s why so many national, shared contests offer big payoffs. And there’s no doubt that ratings respondents respond well to a cash incentive.
But there’s mounting evidence that cash contests are no longer the most attractive incentive to listen and respond.