The Annual (Radio Station) Physical
By Jonathan Little
TroyResearch
President
An annual physical is a wise idea. Doc asks, “How are you doing?”. Then he or she asks some detailed questions based on your medical history. Then “how have you been feeling? Any issues?” Doc always orders blood draws to see what might be lurking. Is the statin drug keeping your cholesterol in check? Are you getting plenty of exercise, plenty of sleep? How’s your diet? Over the years, I’ve visited about my health with at least a dozen different doctors. I’m convinced that the good ones always ask good questions and then listen carefully. Good questioner – good listener. That’s the doc I can respect and put my trust in.
If you operate a radio station, your station could benefit from an annual physical. You already know how it’s doing based on ratings, revenue, and profit. Your listeners know how you’re doing for them personally because they’re the users of your radio product. Is it pleasing, challenging, inspiring or annoying, irritating, and easily ignored with a click? If you ask them, they’ll tell you. You should ask them at least once a year.
TroyResearch has been in the business of asking listeners what they think for 27 years. We recently teamed up with Midwest Communications, Inc., in Green Bay to conduct an exploratory research project with their news/talk station WTAQ. TroyResearch’s association with MCI goes back nearly 27 years, doing music and perceptual research for the Duke Wright music stations. The WTAQ project was something new. Our goal was to discover what actionable data the opinions of loyal listeners might produce. TroyResearch worked with VP Programming Jeff McCarthy and Operations Manager Jason Hillery to develop a 25-question study.
Survey respondents were recruited over the air and were encouraged to go to the WTAQ website to take a brief survey. Clearly, we wanted to hear from P1’s, those listeners who produce 60%+ of reported listening. Their answers provided a clear picture of WTAQ loyalists – what they like, what they don’t like, their political affiliation, their listening behaviors (radio, podcasts, TV news, cable news, etc.), favorite news outlets, trustworthiness of news outlets, their thoughts about protests becoming riots, and their favorite podcasts to mention a few.
More than 200 respondents, Persons 18+, completed the WTAQ perceptual study. (32% 18-54, 68% 55+). With Jeff’s and Jason’s permission, we share some results.
Political Affiliation
1% Democrat
78% Republican
15% Independent
6% Other, like Libertarian, Socialist
In car listening
80% Local radio
10% Satellite radio
6% Streaming services like Spotify
3% Podcasts
1% Other like personal playlists
Listening to WTAQ, which simulcasts
76% FM
9% AM
8% Streaming from WTAQ app
6% Streaming from a smart device
1% Streaming from WTAQ.com
Where do you get your news? (Select all that apply)
93% Radio
46% Broadcast TV (local channels)
41% Cable news like Fox, CNN, MSNBC
29% Social Media like X, Facebook, Tiktok
16% Internet news like NY Post, Washington Post
10% Newspaper
12% Other
Your primary news source
58% Radio
15% Cable news like Fox, CNN, MSNBC
8% Broadcast TV (local channels)
7% Internet news like NY Post, Washington Post
7% Social Media like X, Facebook, Tiktok
3% Other
1% Newspaper
When does a protest/demonstration become a riot? (Select all that apply)
85%+ When protesters strike police, throw projectiles, set fires, do property damage
75% When protesters spit on police officers
60% When protesters burn the American flag
37% When protesters curse at police officers
Do you listen to podcasts?
23% Frequently
29% Occasionally
35% Rarely
13% Never
What podcast platform do you use? (Select all that apply)
32% YouTube
25% Spotify
19% iHeart
19% Apple
10% Amazon
2% Rumble
1% The Blaze
1% Daily Wire
As a broadcaster that reports news and information, WTAQ is interested in knowing how trustworthy you consider the reporting presented by these companies. (1 = very untrustworthy, 5 = very trustworthy)
4.43 WTAQ Radio, Green Bay
3.78 Fox News
3.59 Fox 11, Green Bay
2.92 WBAY, Channel 2, Green Bay
2.83 WFRV, Channel 5, Green Bay
2.77 WHBY Radio, Appleton
2.71 NBC 26, Green Bay
2.22 Green Bay Press Gazette
2.01 Wisconsin State Journal
1.99 Milwaukee Journal Sentinel
1.46 MSNBC
1.37 CNN
WTAQ asked the 0-10 Customer Endorsement Score question – “On a scale of 0-10 how likely would you be to recommend WTAQ to a friend or colleague?” Those scores reflect the listeners’ opinions of how the station is doing and it’s a forecast of WTAQ’s future. As a rule, a CES of 50 or higher indicates a healthy and sustainable product. WTAQ scored a strong 73 Customer Endorsement Score.
VP Jeff McCarthy and OM Jason Hillery are pleased with the results of this exploratory study. The WTAQ Sales Team is delighted with the data.
Good questioner … Good listener! WTAQ asked good questions. And now their leadership team is “listening” to the answers and determining what adjustments, if any, may result in improved ratings, revenue, and profit, on the way to an 80 Customer Endorsement Score with the next WTAQ study.
Jonathan Little is president of TroyResearch. He can be phoned at 608-219-1077 or emailed via: jlittle@troyresearch.net
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6:00 am to 9:00 am slot. DelGiorno comments, “I love every listener and city equally, but I’d place Poughkeepsie in the memorable class alongside Nashville (my first affiliate), Detroit (my 50th), and now Poughkeepsie (100th). I’ll always remember this moment! I’m thrilled to be on the Hudson River, serving this great audience, and I look forward to seeing where the river leads me in the months and years ahead.”
As TV touts its perennial New Fall Season, our DVR is already set to “record series” so we can pick-up where the “Matlock” sequel left-us-hanging; and for a third season of quirky “Elsbeth” (a closet reboot, the female “Columbo”). And where I live – where everyone seems to know everyone – we are salivating for “The Real Housewives of Rhode Island.”
Murrow Awards for Television, Radio and Digital news operations at the network, large market and small market levels. Radio Network winners include ABC News, NPR and Canada’s CBC. Radio station winners include: KMOX, St. Louis; WSB, Atlanta; WTOP, Washington; and WWNC, Asheville. The presentation of the awards will take place on October 13 at Gotham Hall in New York City. 
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Baby Boomers (born 1946–1964) are some 20% of the U.S. population, but control more than 50% of all household wealth. They hold $70+ trillion in assets and spend an estimated $548 billion annually. They are lifelong AM/FM listeners, and they’re redefining what life after 60 looks like. Are you into what they’re up to?
Stevens anchored weekday mornings on SportsGrid. VSiN EVP Steve Cohen says, “Ben is a terrific addition to the most trusted brand in sports betting information at a time when sports fans across the country look to us for information that helps them make informed college football wagering decisions. A seasoned on-air sports betting talent that can speak across all major sports, ‘Big 10 Ben’ has deep expertise in college football that our viewers and listeners will enjoy.”
place. This new data fusion will integrate the industry-leading Edison Podcast Metrics into Nielsen’s widely used media planning tool, Nielsen Media Impact 
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advertising opportunities for brand partners, packaging assets across each portfolio to create unique and exclusive multi-platform solutions. Westwood One will also distribute audio and video content on Rumble’s video platform. Westwood One president and Cumulus EVP corporate strategy and development Collin Jones says, “This partnership represents a powerful alignment between two media innovators. By combining our premium podcast inventory with Rumble’s dynamic creator ecosystem, we’re creating a new frontier for host-read advertising that delivers authenticity, scale, and brand safety.” Rumble CEO Chris Pavloski, adds, “We’re excited to partner with Cumulus Media and Westwood One to bring advertisers closer to the creators and audiences they care about. This collaboration allows us to create new monetization opportunities for our creators while offering brands a trusted and effective way to connect with engaged communities.”
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