Women Don't Seek out Radio Contests. (Entertainment)

Marketing to Women: Addressing Women and Women's Sensibilities, March 2002 | Go to article overview

Women Don't Seek out Radio Contests. (Entertainment)


Although women enjoy winning contests, most do not associate contests with radio, according to Arbitron and Joint Communications. Nearly six in 10 women age 18-24 strongly agree with the statement "I like to win things," and 48% of women age 18-54 strongly agree with the statement. When women are listening to the radio, contests are an afterthought for many. When asked what they love about radio, women's top response is music. Only 1% of women age 18-54 cite contests and games as something they love about radio.

However, women do want to have a chance to participate in on-air contests--20% say "contests with a chance to win prizes" are very important to keeping them listening. Women age 18-24 who listen to contemporary hit radio are most likely to say contests are important: 28% strongly agree that contests offering prizes are important in getting them to tune in.

Women age 45-49 are far less likely to consider contests important: 52% strongly disagree with the statement that contests offering prizes are important in getting them to listen to the radio. More than a quarter of women overall (29%) consider contests "very unimportant" in getting them to listen to the radio. Interestingly, while younger listeners are more likely than older listeners to say they value contests when deciding whether to listen to the radio, only 11% of all women age 18-54 ever decide to listen to the radio specifically for the chance to win a prize.

Some women consider contests fun to listen to even when they don't play; 23% strongly agree with the statement "contests are fun to listen to even if I don't play, and another 38% slightly agree with the statement. Almost a quarter (22%) strongly disagree, and 16% slightly disagree. Only 3% of women age 18-54 have ever won a radio contest. …

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