Friday, August 17, 2012 - 12:30pm
Clear Channel's iHeartRadio has made "thumbs-up" and "thumbs-down" song rating buttons active for Clear Channel broadcast radio streams, Inside Radio reports today.
The positive/negative feedback buttons are pretty commonplace for database-driven Internet-only radio streams from many services, and that information can immediately affect the programming. Obviously, the functionality will be a little different on broadcast streams. The effect on the content won't be immediate, but it should be a good way for the company to gauge listener response to its programming. It could also drive iHeartRadio registrations (giving Clear Channel important listener demo information for ad-targeting purposes), Inside Radio reasons, as the functions only work when a registered listener is logged in (non-registered listeners are prompted to sign up when they try to rate songs).
"Research shows radio stations that give their listeners effective ways to express their opinions may have an advantage. An online survey of female radio listeners aged 15-54 conducted in May by Alan Burns & Associates found a top difference between heavy and light radio listeners is that heavy listeners are 86% more likely to appreciate feeling that their opinions matter," reports Inside Radio.
One last advantage of the system for Clear Channel: the thumbs up/thumbs down isn't (yet) available on other broadcasters' simulcast streams, only Clear Channel's. This functionality (and the data garnered from it) is a nice incentive for other broadcasters to join the iHeartRadio aggregation (and/or a commoditizable value-added for Clear Channel's iHeartRadio deals).