Why do radio stations offer promotions and on-air contests? After all, the vast majority of listeners come for the entertainment elements, don’t they? It’s about the music, or the information or the personality. True. But radio contests work, mostly because of the type of people who are radio contest players.
Contests appeal to active listeners. They are more likely to participate in research projects and with ratings services. And now there’s proof that radio contest players are ratings respondents.
There’s an argument to be made that aggressive contesting may not be the best strategy for the entire audience. After all, some listeners become fatigued hearing about contests over and over. They even complain about the hype.
But radio contests capture attention from the most important type of listener: ratings respondents.
Contests play into the mindset of these folks in several ways.