Can A Big Smart Speaker Buyer Boost Help Radio?


Data-driven media marketing, programming and content intelligence provider NuVoodoo Media Services certainly thinks so.

Its latest NuVoodoo Ratings Prospects Study reveals a sharp rise in smart speaker ownership since August 2017.

What does this mean for AM and FM stations with streaming audio?

NuVoodoo found that 48% of likely PPM participants now own a smart speaker.

The findings come from the NuVoodoo Ratings Prospects Study of 3,041 respondents, ages 14-54, across all PPM markets. It was fielded in January 2018.

In the latest study, one-third of respondents now report they have a smart speaker at home – up from less than a quarter in the previous study.

The NuVoodoo Ratings Prospects Study is conducted twice a year to learn more about those who are most likely to say “yes” to the opportunity to wear a meter in order to provide NuVoodoo clients with competitive insights and advantages that they can exploit to capture higher ratings.

This is the 11th Ratings Prospects Study that NuVoodoo has completed since 2011. The company shares the top-level findings of its studies with its radio broadcasting clients to develop winning next-generation marketing and programming strategies for stations of all formats in PPM markets.

Looked at through the lens of likely ratings participants, whether it’s the type of people who would accept a meter or those who would accept a diary, the news “is even more enticing,” NuVoodoo says.

Among these important subsamples, nearly half report having a smart speaker today. The people who are most important to radio ratings are getting on board with smart speakers – and doing it quickly.

“When we model through the research respondents most likely to say ‘yes’ to a meter offer from Nielsen, we routinely see respondents who are more interested and more engaged with radio and other media,” says Carolyn Gilbert, President/CEO of NuVoodoo. “In this case, we see significantly higher smart speaker ownership among those likely to accept a meter or a diary – nearly half. As we see it, the numbers are too big to ignore. If radio stations don’t have a strategy for smart speakers, they risk being left out as people become habituated to what they ask their smart speakers to do for them.”