Radio Station Listenership Analysis
This project involves analyzing listenership patterns of four different radio stations to best balance ad and song placement.
Description
iHeartMedia is the number one audio company in the United States, reaching nine out of 10 Americans every month –and with its quarter of a billion monthly listeners, has a greater reach than any other media company in the U.S.
Management understands that more ads mean increased revenues, but they also put off some listeners. Within select markets, the company has Nielsen listenership data at the minute level, as well as the content that was playing at each given minute.
The company has minute-level data in select Nielsen markets about how many panelists are listening to the content each day. They would like to use this information to help deliver business insights through a better understanding of the content and to boost listenership across the stations. Key focus areas include investigating listenership trends across times of the day, days of the week, etc., as well as how audiences react to certain songs when they hit the radio and how these reactions evolve through time.
Dataset
Analytical Question
We hope to use this data to better understand our audience and obtain insights into the tradeoffs of ads versus music.
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Are there notable listenership patterns throughout the day/week/month/etc.?
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Does sensitivity to commercials shift throughout the day?
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At what times in the morning does listenership spike? The evening?
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Does listenership at night behave differently during the day?
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Do listenership patterns vary by station?
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Can we identify groups of stations with similar patterns?
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The analysis focused on 4 main stations, each with its own dataset containing 45 fields and over 330,000 records. About half the fields are pulled from their Nielsen database and the other half from their Critical Mass Media database. The fields contain both categorical and quantitative data over the span of 7 months. The data dictionary can be viewed below.
Presentation of Findings
Below, you can view the final presentation and write-up of analysis findings and recommendations. Below the presentation, you can view more in-depth the Tableau visualizations used in the presentation. *Please note, due to confidentiality reasons, the company name, files, and station names have been concealed.