Radio has some 30 million “ambassadors” in the U.S.
DMR/Interactive says while these so-called ambassadors or amplifiers represent just 10-15% of a station’s audience, based on DMR analysis, they consume a disproportionate amount of radio and are tremendously loyal to their favorite station.
The new listeners are not only in the station’s core demo, but are 70% more likely to remain engaged with the station because of the unique power of word-of-mouth marketing, according to DMR/Interactive.
Company President/COO Andrew Curran says audience amplification is a way to grow a station’s listening. “With limited internal resources, stations cannot afford to treat listeners the same and inefficiently allocate resources.”