The Fri-Up: Radio Stations + Twitter.
Much is made of the relationship between TV and Twitter. We’ve written about it several times on our blog, most recently looking at the response to Breaking Bad. Opening credits to every programme include the obligatory hashtag to enable the audience to discuss it on Twitter. Radio, however is not so much talked of.
With our latest report, we’ve redressed this balance. We’ve looked at how the radio sector uses Twitter. In this week’s Friday#, we give you a bit a of a taster of our research. Reports have been conducted for the US and UK. We’ve mainly used stats from the UK for the Friday# this week, but you can download our US report here for the full picture.
To kick things off, here are a few interesting facts:
- UK radio listeners tweet radio stations 10 times as often as US listeners.
- Radio tweeters are most likely to tweet from the car followed by bed and the kitchen.
- Those who tweet Radio stations are a loyal bunch. 93% of listeners tweeting were loyal to one station.
Firstly, it’s important to understand what it is that radio listeners talk about. What makes them engage with stations?
Below we’ve broken down the main topics for chat in a pie chart.
Fig 1.Audience: Top topics.
The pie shows that listeners mainly want to talk about music. 60% of the chat is relating to requests of what’s playing, added to which the majority of celebrity chatter also related to music.
Next, we take a look at the kind of content radio listeners like from stations by looking at the format of their content vs the interaction rate from their listeners.
Fig 2. Tweet content.
Pictures encouraged the most engagement, with on average a 285% increase in the engagement rate when a tweet contained an image.
Still looking at content, we shift the focus this time to presenters. Since our research shows that listeners are 20% more likely to engage with presenters than the stations themselves, it is interesting to see how stations can leverage this power.
Fig 3. Presenter insight.
Another big driver encouraging fans to interact was celebrity mentions by stations. The graph below shows the difference in interaction between tweets mentioning celebrities and those not.
Fig 4. Celebrity mentions.
Although radio stations are not @mentioning their fans, our graph shows how mentioning celebrities is a successful way to engage with them. Tweets which mentioned a celebrity received three times more interaction than those that didn’t.
Finally, we know that TV audiences (dual screeners) interact more than radio audiences (dual sensors), but by how much? In the graph below we take a look.
Fig 5. TV vs Radio.
Most TV shows embrace hashtags on Twitter, with 83% of accounts studied
including an official hashtag in their tweets, compared to only 15% of radio stations consistently doing so.
The summary above is just a taster of the Dual Senses report. For the full picture, download a copy here.