PARTNERS: VOIZZUP, MNM
HOW WOULD IT BE, HAVING LIVE-DATA OF YOUR LISTENERS, MAKING A MORNING RADIO SHOW? TOGETHER WITH VOIZZUP AND OUR VRT RADIO STATION MNM WE DID THE TEST IN A VRT SANDBOX CASE.
WHAT DID WE DO?
Voizzup is an innovative way of evaluating spoken content in radio that enables you to monitor the health of your shows on a daily basis.
With Voizzup, we measure how many people are listening in the MNM app, how long they listen, when they raise the volume up or down, ... That way, after each morning show, the team of De Grote Peter Van de Veire Ochtendshow can evaluate their items and music. What do we do with this data? Which hypothesis can we make? And how can we adapt and change radio shows with the help of data?
1. Better understand your radio show
If you use a tool like Voizzup, you get daily insights on how your listeners are behaving in your listening app. This way you can get feedback on your radio show and the content you bring every day. Traditionally it’s very hard for radio stations to know how listeners really engage and react to the content you bring. If you track this data and behavior through the listening app you have a way to understand your listeners and their behavior better.
2. Learn to approach your show in another way
Since you can have your listeners feedback almost instantaneously, you have to adapt your way of looking at your radio show. When the MNM morning show got listener feedback every day, they risked jumping to conclusions way too soon. This is where the guidance of the people of Voizzup comes into play. They help you to interpret those numbers in a better context. An example of this is analyzing data of a whole week instead of just one day.
3. Remark things that weren’t visible before
Voizzup tracks data in your listening app. Data like how many peole are listening, turning the volume up and down, starting or stopping the live stream, ... There's only one side note: this data is limited to the listeners in the app.
However, all this data give more insights than the traditional ways of tracking listener behavior. Since the listener feedback is almost real-time you can check how people react to certain songs, content and even voices of people who bring the weather and traffic report. The hosts of the radio shows
described that after years of hosting you start to build your routine but with Voizzup and the insights they provide you start to think more about that routine.
4. It improves the quality of your show
The result of all previous learnings is that you really can improve the quality of your radio show. You have access to more data more quickly. This gives hosts of a radio show the opportunity to gather insights on what listeners think and how they feel about the show and aspects of it. You get to play around with your content and see the results of it on a daily basis. Make content shorter or longer, maybe even scrap it from the show.
You can now make these decisions more well-thought-out with the necessary data to back things up.