ABSTRACT
This chapter argues that understanding listeners and their preferences is critical to the success of a radio station. It describes how radio stations can create on-air content that effectively resonates with their target audience by gaining insights into their tastes, lifestyles, cultures, and aspirations. It also elaborates on topics like time bands and mood mapping, demonstrating how these aspects may be used to appeal to certain target audiences.
It also introduces essential market research terms and concepts, such as media penetration, cumulative audience (cume), reach, and media consumption that help evaluate the effectiveness and reach of radio campaigns. Moreover, it explores day-parting, a significant aspect of radio programming that tailors different time segments to specific audience demographics and preferences.
Through careful understanding of the audience, stations can design their broadcast and decide upon other key parameters such as music and content selection, and this is where this chapter fits in. After reading it, readers will be well informed on how to understand the radio station's audience and tailor their output accordingly, thus ensuring the relevance and success of their programmes and the station.
