MEDIA & PANEL GROUP, IMRB INTERNATIONAL
Introduction to AMT
Auditorium Music Tests
Prepared for Fever FM
Auditorium Music Tests – An introduction
What is an AMT? Auditorium Music tests - where the radio station’s focus TG is made to go through a large number of songs from the library to test and rate on parameters of familiarity, likeability, ‘desire to listen again’ and ‘tiredness’ quotient.
What do I get from an AMT? Primary Output 1. Understanding of which are the preferred songs (on familiarity, likeability and other parameters) within the songs library tested 2. Division of the music library into groups on basis of familiarity and likeability levels This output helps the programming team prune the play mix and help identify songs which should be played more/less
Extended Objectives Besides the obvious output of segregating the songs into lists (basis which should be played more/less/discarded), AMT outputs are analyzed for higher understanding as follows:
1. Decoding the ‘city’ : AMT outputs help us comprehend the music preferences for the city in general. It gives us answers as to whether the city TG prefers regional music over Hindi or English music and hence, helps us form programming strategies. In addition, comparison of AMT output of two cities aides ground level understanding for the programming team which is helpful in designing the play mix. For example, comparison of Delhi vs. Mumbai outputs prove that Delhi audience tends towards Punjabi hits whereas Mumbai audience prefers more evolved Hindi Bollywood numbers with softer tempo. Over a period of time, understanding how music preferences vary over various Indian regions helps the station make more informed choices when launching in new markets.
2. Aiding programming and scheduling : AMT outputs are reported at levels of gender, SEC, Age group and if required, occupation / life stage. That is, the station can look the song preferences and scores at the top breaks of males vs. females, 15-24 year olds vs. 35+ years old audience, and so on. These differences help us understand our TG segments better. Another information area gathered from AMTs is the preferred listening slots for different TGs. Hence, mapping these two information areas helps us figure out which TG –prefers which kind of songs – and tunes into radio at what time slot. For example, AMT outputs can be analyzed to figure out that SEC A, 25-34 years old, working men in Mumbai tune into their car radio between 8-10 am and prefer listening to latest Bollywood fast track numbers. Post the AMT, IMRB can create a suggested programming schedule for the city which can be used to make changes/improve the current scheduling for the station. 3. Sorting out the issue of ‘too much choice due to large library’ : AMT results help segregate songs basis their preference in the researched market. This helps the programming team prune the list and chart out the ideal play mix. Also, the songs classified under ‘remaining’ or ‘average’ can be discarded or avoided at key time slots. In addition, it helps form general insights for the market. For example, if a city gives high score to a specific genre of songs (say retro music), we know that retro music works for the city. However, within the retro list, if the songs by any specific artist get even higher scores, it can be concluded that the songs of that artist are a huge pull factor for the listeners. This, in turn, can be used to create program ideas / artist based program blocks.
How is an AMT carried out?
Client identifies the libarary of songs which need to be tested (could range from 100 to 800 songs for one time research)
The songs are put onto a CD as 'hooks' (12-15 second clipping comprising the most familiar / significant part of the song)
Each CD contains a 100110 hooks. To remove bias sinking in due to fatigue, two CD versions created [Song order 1-100 and 100-1]
The respondent is asked to go throught a 'demo' where...
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