How much do stations take into account these and what kind of people are surveyed? Looking at these, I'm surprised 😯. There's several songs I can't stand doing well, and I actually kind of like that ava max song "my head and my heart," though it might be too high pitched for some, so it's score is at the bottom.
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Radio callout scores.
- Thread starter tall_guy1
- Start date
Are you talking about call-out research? I don't think many stations or groups do much of that anymore. In fact, the bottom fell out of any call out research with the proliferation of smart phones. Most consumers don't use their phones to make or answer calls anymore, and many have shed having land lines.
"Call out" is a generic term for a kind of research that generally is focused on currents. A person is recruited, generally replicating methods used by Nielsen (the idea is to capture people who would also be PPM panelists or diary keeper) and they are asked to go online and take a short music and perceptual test. In some cases, the test itself is done over the phone. Either way is workable, and the key is finding actual station and format listeners who listen enough to know the good songs from the bad ones.
If the test is for currents, they will hear 20 to 30 snippets or hooks and score each one with a number or by sliding a scale. As soon as they score one, they get the snippet of the next.
If the test is for library, they likely will be offered a nice compensation such as a gift card. Then they will do a test of more songs, often breakable into multiple sessions of a couple of hundred songs each. Again, online using some kind of a scale of "hate it" to "love it". Also a place to click "unfamiliar" and, sometimes, "used to like but tired of it".
This test of hundreds of songs is still called an AMT, or auditorium music test even though we quit using auditoriums about 40 years ago and moved to hotel meeting rooms and now, to online testing.
The recruiting is generally done by a professional recruiter for the AMT, as there needs to be assurance that the person taking the test is the person who was recruited and, also, that they are the "right" people for the station's format in age, gender and station usage.
Company I used to work for many years had a pretty significant internal music research group. They had two shifts of about twenty 'researchers' (aka mutant gene pool) who would play down the line those 20 or 30 song hooks to volunteer participants. The folks setting up the survey or reviewing the data didn't differentiate whether those songs were currents or re-currents. The survey batch of music was determined the prior week by the various group PD's (or in a couple instances MD's). As mentioned in my reply, call-out music research ended probably 25+ years ago. That practice of cold calling via reverse directory, looking for volunteer participants ended around the same time.
Good friend of mine works for a political polling agency. He was saying that political polling has been struggling over the past ten to fifteen years, because whereas phone polling used to account for 60% of the data collection, it's now close to 2%. That remaining two percent comes mainly from seniors who still rely on land lines for communication.
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