This is part one of a two part series on music research for the radio industry. What is music research and why is it needed, after all doesn’t the Program or Music Director choose the music for his or her station? Music research is a barometer allowing the listener a chance to vote on the validity of the music played over the air. There are different types of music research however the two most widely known are auditorium and call out. Professional music research tests are an expensive undertaking but without some form of testing it would be difficult for a radio station to be a viable contender in any medium or major competitive market. Music research is only one of many tools used by programmers. An element of music selection that will never be replaced is the gut feeling a programmer has for a specific song.
“Auditorium Music Test Research”
The Auditorium Music Test, or known as an AMT, is normally used to test an average of 600 songs from the station’s music library categories. This type of test consists of a precisely recruited group of listeners or potential listeners and is assembled in a meeting room. The recruiting process attempts to compile a sample of attendees that accurately represents the composition of the core audience. During the test snippets or hooks of songs are played. The participants give a score to each song’s hook on specific criteria chosen by the research company with the use a device designed to measure their input. Once an AMT has been completed the research company conducts a meeting or webinar to review the overall results and findings. This concludes the first installment of a two part series on radio music research. For more information contact the professionals at Earl Boston Inc.