Rock Station Case Study

Introduction

In Fall 2023, a classic rock radio station in a Top 25 market partnered with our team to conduct a strategic study aimed at enhancing the station’s position in a competitive landscape. The study focused on understanding listenership patterns, music preferences, and station branding to inform future programming decisions.

Objective

The primary goal was to identify key demographic groups, evaluate satisfaction levels, and refine the music selection to appeal to both frequent and occasional listeners, while solidifying the station’s leadership as a go-to destination for rock music.

Challenge

The station faced stiff competition from several local rock stations, each offering a different mix of classic and modern rock. The challenge was to differentiate the station, maintain listener engagement, and expand its audience while addressing overlap with competing stations known for strong morning shows but inconsistent music appeal.

Solution

We conducted in-depth interviews with targeted listeners in the station’s key demographic. These interviews provided valuable insights into audience preferences, satisfaction levels, and music expectations. The study also involved testing station slogans, evaluating a mix of classic and newer rock formats, and analyzing listener engagement with DJs and morning shows. This approach helped identify key opportunities to enhance the station’s programming and brand positioning.

Key Findings

• Listener Demographics: The station attracted a diverse range of listeners, particularly within the core adult demographic.
• Music Preferences: A significant portion of listeners tuned in multiple times a week, drawn by the station’s rock music offerings, particularly its classic rock selections.
• Slogan Testing: Slogans emphasizing the station’s classic rock identity resonated strongly with listeners.
• Competitive Edge: The station stood out for its strong association with classic rock and its appeal as a preferred station for listeners at work.

Results

The study highlighted the importance of maintaining a strong classic rock format while integrating select tracks from more recent decades to broaden appeal. The findings also pointed to opportunities for improving listener engagement, particularly through contests and reducing music repetition.

Conclusion

The station used the strategic study’s insights to refine its branding and programming, strengthening its position as a leading rock station in the market. By aligning its music selection with listener preferences and addressing areas for improvement, the station is poised for continued growth and listener loyalty.