As we ring in another new year, that also means it’s time to gear up for Jacobs Media’s Tech Poll IV. We would love for your station to participate in this year’s survey. These polls have become industry standards, especially for Rock Radio, during the past three years. They are data-rich, forward-thinking, and ask the questions there’s never time for in perceptual studies.
As you may recall in our inaugural Tech Poll in ’05, we uncovered the "Cell Phone Only" phenomenon that truly had a major impact on our industry and on Arbitron, and is the subject of more study and debate.
The ’06 survey was also very predictive. It continued the dialogue about "Cell Phone Onlies," leading to Arbitron putting together a new plan to reach these landline-less consumers. The poll also correctly identified the short-term impact that Howard Stern had on Sirius' business, as well as XM's.
Last year, we uncovered the impact of YouTube, and social networks such as MySpace and Facebook. And based on “The Bedroom Study” project we conducted for Arbitron earlier this year, Tech Poll IV will dig deeper into usage issues – specifically, how radio listeners are using other technologies, and how we might benefit from them. We’ll be tackling TiVos/DVRs, as well as the growing texting phenomenon, and the impact of the iPhone.
We will include revenue-generating areas of technology for our radio clients -- database, advertising and promotions on station web sites, etc. And again, the core of the survey will mirror the last three years, so we'll be able to provide trending data so you can see how your listeners’ habits have changed over the past twelve months.
As always, we will take care of all of the details of the project and will work with you on email copy and all other technical aspects. We will provide each station with a total analysis of the data, including format breakdowns. And wherever possible, we will provide trending data comparing last year's results.
The fee arrangement we developed two years ago will not be changed for Tech Poll IV. There is a small fee for participation to cover our rising costs of producing each station’s individual report:
- Top 20 Markets: $500
- Markets 21-50: $400
- Markets 51+: $300
Last year, some stations opted not to pay the fee. If that’s your decision, we will still send you the overall totals and a summary for your format – but not an individual station report.
Additional stations from your cluster can participate with a 20% discount off of the market price.
We plan on fielding the 2008 Tech Poll during the week of February 25. Please email Lisa Riker (lisariker@jacobsmedia.com) as soon as possible, and let us know about your participation.
As has been the case in the past, we can include other Rock-formatted stations in your cluster that we don’t consult. We will also be happy to include Rock stations your company owns in other markets, providing we do not have a conflict.
These Polls are truly win-wins for you, the industry, and for Jacobs Media. Last year, nearly 70 stations took part, and more than 25,000 listeners were represented. We need strong participation in order to create a truly national survey. And in order to provide format breakouts, we need a great showing among all Rock formats. As always, we reserve the right to promote the Poll, but rest assured that the data will be used in aggregate – no local station information will be utilized. And of course, your listeners/database members have complete confidentiality.
While it was never part of our plan, Jacobs Media has become radio’s leader in web polling, thanks to your participation and interest, as well as the expertise of people like Tim Davis. We hope to continue that tradition in ’08, providing you with actionable, helpful, and timely information.
Please contact Lisa Riker (lisariker@jacobsmedia.com) to reserve your place in this year’s Tech Poll IV.