Wake Me Up! Country Radio Seminar 2015 Research Presentation
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“Wake Me Up” CRS 2015 Research Presentation
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Transcript of Wake Me Up! Country Radio Seminar 2015 Research Presentation
“Wake Me Up”
CRS 2015 Research Presentation
“Wake Me Up”
MediaRadio
Waking Up Getting
Ready
On the Road
At Work
“Wake Me Up”
The “Wake Me Up” Study:
1540 online interviews Adults 18-54
Conducted on weekdaysRespondents kept a diary of
that morning’s behaviors
In-home interviews conducted in Houston, Las Vegas, Scranton
Man-on-the-street interviews conducted in downtown
Las Vegas and Times Square
Waking Up
Waking up
Waking up
40% of Americans
identify as a “morning person”
45% of Country Listeners
identify as a “morning person”
Before 5:00
5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:000
20
40
60
80
100
914
7
23
10 135
92 5 2
54
100
% waking at that time Cumulative total awake
When did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up”
An alarm woke you up
41%
Your internal clock woke you up
31%Someone else woke you up
20%
A pet woke you up7%
You were woken some other way
1%
How did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up” An alarm woke
you up41%
Your internal clock woke you up
31%Someone else woke you up
20%
A pet woke you up7%
You were woken some other way
1%
How did you wake up this morning?
Base: Frequent Country Listeners
“Wake Me Up”
A mobile device45%
Traditional alarm, set to beep or buzz33%
Traditional alarm, set to radio
16%
Traditional alarm, set to another form of
music6%
How did you wake up this morning?
Alarm type used
Base: Frequent Country Listeners
“Wake Me Up”
Average time spent
in bed after
waking:14
minutes
Three out of every four Country Listenersstay in bed when they
first wake up
Base: Frequent Country listeners; Did not get out of bed immediately after waking up
15% stay in bed
for more than 30
mins
“Wake Me Up”
Any mobile device usage
Any social network usage
Any TV watching
Any AM/FM listening
0 20 40 60 80 100
58
40
17
15
Which of the following things did you do during the half hour after you woke up?
Base: Frequent Country listeners; Did not get out of bed immediately after waking up
“Wake Me Up”
Alarm Clock
Television
Smartphone
Radio
Laptop
Tablet
Desktop Computer
Landline Phone
0 20 40 60 80 100
61
59
52
36
34
34
20
15
Which of the following devices do you have in your bedroom?
Base: Frequent Country Listeners
“Wake Me Up”
What is the first thing
you did when you got out of bed this
morning?Base: Frequent Country Listeners
40%Use the bathroom
11%Make coffee
11% Check on children
9%Check email
9% Get Dressed
5%Check phone for messages
“Wake Me Up”
Be present during the
first moments of
the day“Wake Me Up”
“Wake Me Up”
Be the alarm
“Wake Me Up”
“Wake Me Up”
You have a hardware problem
“Wake Me Up”
Getting Ready
“Wake Me Up”
The average Country listener
performs 23 tasks on a weekday
morning
Getting Ready
“Wake Me Up”
Base: Frequent Country Listeners
“Wake Me Up”
Use Social Network 77%
Use mobile device 87%
Check Weather 68%
Audio Listening 69%
Base: Frequent Country Listeners
Use computer 76%
Get Dressed 84%
Eat Breakfast 69%
“Wake Me Up”
Use mobile device to check text messages
Check Facebook
Use computer to check email
Take shower/bathe
Drink coffee/tea
Drink other beverage
Style hair
Prepare breakfast
Any AM/FM listening
Make your bed
Check missed phone calls/make calls
Check the news
67
66
63
61
61
58
56
55
53
52
51
51
Please mark all the items you did at least once this morning?
Page 1
Base: Frequent Country Listeners
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 5:00a - 6:00a
Feed/care for
pet
Take medication
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 6:00a - 6:30a
Get dresse
d
Check Faceboo
k
Shower/ bath
Brush
teeth
Check Weathe
r
Wake childre
n
Shave
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 6:30a - 7:00a
Eat breakfa
st
Work out
Get kids ready
Check
news
Check
traffic
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 7:00a - 7:30a
Drink Coffee/te
a
Commute to work
Check email (on
mobile)
Listen to AM/FM Radio
Take children to
school
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 7:30a - 8:00a
Other drink
Read the
paper
Household chores
Pray
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 8:00a - 8:30a
Apply makeup
Listen to audio (on
mobile)
Listen to audio (on
computer)
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 8:30a - 9:00a
Check email (on
computer)
Watch video (on mobile
device)
Play with children
School related
tasks
“Wake Me Up”
Base: Frequent Country Listeners
Peak Period: 9:00a – 10:00a
Check text messages
Listen to internet-only
radio
Check missed calls/make
calls
Work related
tasks
Coffee Talk
Michelob
“Wake Me Up”
Arm your team with relevant
info“Wake Me Up”
“Wake Me Up”
Nod to their busy lives
“Wake Me Up”
On the Road
On the Road
Base: Frequent Country Listeners
The peak in-car hour is 7a-8a
“Wake Me Up”
1-1024%
11-2034%
21-3022%
31-4516%
46 or more5%
How long, in minutes, is your typical commute to work (one way)?
Mean: 26 Minutes
Base: Frequent Country listeners; Employed full or part time not inside the home
“Wake Me Up”
Your own vehicle87%
Someone else's ve-hicle6%
Train/subway/bus5%
Another mode2%
Which of the following is yourprimary mode of transportation?
Base: Frequent Country Listeners; Employed full or part time not inside home
“Wake Me Up”
What percentage of commuters are alone in the car?
Alone for the entire drive86%
With other people for at least part of the
drive14%
Base: Frequent Country listeners; In a car between 5am and 10am
“Wake Me Up”
AM/FM Radio
CDs
Your own music collection
Satellite Radio
Podcasts
Internet radio
0 20 40 60 80 100
85
32
31
23
7
7
Which of these do you use in your car on weekdays between 5am and 10am?
Base: Frequent Country listeners; In a car between 5am and 10am
“Wake Me Up”
Radio is riding
shotgun“Wake Me Up”
“Wake Me Up”
Change your clock?
“Wake Me Up”
At Work
Before 5:00 5:30 6:00 6:30 7:00 7:30 8:00 8:30 9:00 9:30 10:00
3 39
13
28
38
64
7683
87
When are respondents at work?
% at work by that time
“Wake Me Up”
Are morning shows too
long?
Media In the
Morning
Morning Radio
Morning Radio
“Wake Me Up”
Music
Funny, light topics in news
Artists playing music live in the studio
Interactive listener features
Celebrity news
Celebrity interviews
Love/relationship topics0 20 40 60 80 100
7366
604545
413939
36343434
29
How much do you like hearing the following elements on your favorite morning radio show?
Base: Frequent Country listeners; Listen to AM/FM radio weekday mornings
% saying they like
“Wake Me Up”
News of the day
Laughs
Local connection
Ideas for things to do around town
0 20 40 60 80 100
88
86
82
81
70
70
66
62
What are you looking for in a radio morning program?
Information for planning the day like traffic and weather
Interesting stories you wouldn’t otherwise know/ “water cooler” topic
Feeling like you have a relationship/friendship with the hosts
Updates on things going on in the community
Base: Frequent Country listeners ;Listen to AM/FM radio weekday mornings
% saying yes
“Wake Me Up”
There are four
types of morning
radio
