Music Tests

[Nelz]

Here's a subject I'd like to get some feedback on: Music Testing. I certainly have mixed feelings on the method for programming. I once knew of a program director whose based his music selection on the results of a sample that totaled just 80 people.

I once helped in a music test many years ago at a hotel conference room, where listeners sat side by side and listened to music clips and checked boxes on a scale. I'll share a little later a few specifics about the testing, and my feelings about the event in retrospect.

I'd like to hear from some experienced radio brothers and sisters on this programming methodology.

 

[splicer38]

Larger samples are always preferred. One company I worked for did it in an auditorium with 200 guests and electronic response systems. Very cool. Another company did what they called "Living room" testing where they mailed a cassette with hooks on it and asked the respondents to answer some questions. That was Kelly research and while you can get a lot larger sample you loose control of the test as the respondents might not actually be the ones responding. Although it was cheaper, took longer for results but worthwhile. Kelly Research did a great job to where the management team was satisfied with results each time we did it. I've also noticed another satellite service has begun asking for listeners to become part of their "music evaluation board" and they get to "rate" a list of 30 songs a month. It's all done by email with mp3 files. Pretty cheap and can be done in house and regionalized.

I'm sure there are other ways of evaluating your music but it should be done. I think you have to test at least twice a year if not quarterly. Find a group of P1's and keep testing them. Also test a random selection of others each time and compare results.

This is one area that groups have cut back on and rely on the "feel" of their program directors or head of programming. Once thing that tests great in one market might not do well in others. This is a mistake I think bigger companies are making today. Meauring popularity of a song is one thing but the "Burn factor" is probably just as important. As music gets older you want to make sure your recurrent and gold categories are strong and your giving your P1's what they want while enticing your P2s and 3s a reason to stick around.

 

[valhallafred]

Music testing is still very important. WEQX does a test every couple of weeks or so. It's based right on their web site. I was with a station that did the auditorium style testing. We hired an independent company to do the testing. No on air personalities or programming staff were allowed to visible at the test. We didn't want the audience to know who the testing was for. With all of the cost cutting this type of research is happening less and less.

 

[True Grit]

Here's a subject I'd like to get some feedback on: Music Testing. I certainly have mixed feelings on the method for programming. I once knew of a program director whose based his music selection on the results of a sample that totaled just 80 people.

And IIRC, Nelz, most of those 80 were hammered, right?

As another poster mentioned, the larger the sample, the better. Oh, and the testees...wait, that doesn't sound right...the people being tested should be local, not in, say, oh, I dunno...Alabama, for instance.

 

[grover]

At WJBQ PORTLAND MAINE where I worked in the Middle 70s
WALLY BRINE MORNINGS (LOREN AND WALLY BOSTON for Close to 30 Years)
6-10am
And My Daughter"s GODFATHER....Hey Wally April is NOW 33
JOE MCMILLAN 10AM-2PM
JEFF RYDER (YUP "MARK OSBORNE OWNER OF WNSX/ELLSWORTH MAINE"
2-6PM... Where I did MORNINGS for 2 Years!
Mark Used to have us call 20 People out of the PHONE BOOK
Every Week....ASK.....Whats YOUR "FAVORITE SONG"
FAVORITE STATION?
You KNOW it was a Smart Thing...CAUSE Whoever you Called
MOST thought it was GREAT to hear from a RADIO PERSONALITY
and Maybe they Would TUNE IN
THE STATION WAS ALWAYS on TOP!!!