影響廣播節目收聽率之重要因素探討

Abstract

談到廣播節目製播的決策分析問題，常常是許多廣播業者頭痛的問題，而面對專業市調公司的定期廣播收聽率調查報告，似乎是一件很無耐的事情，當收聽率不錯的時候，就興高采烈的大肆宣傳；當收聽率下滑時，又急如熱鍋上的螞蟻，趕緊召集電台幹部問個究竟，要不然就是沉默以對。 當一般市調公司公佈廣播收聽率調查報告時，多數廣播業者只關注在報告中收聽率的排名，而未深思這樣的收聽率調查報告，普遍是針對受眾的收聽習慣進行調查，較適用於廣告業務與行銷上的運用，並非針對廣播節目製作內容的進行分析與調查，因此，對於廣播業者為了因應收聽率改變，而作的節目策略修正問題，事實上一直無法發揮實質有效的助益。 廣播的「節目收聽率」(The Program Rating)係指在一固定時段內收聽某電台人數的比率(黃新生、關尚仁、劉幼琍、吳奇為，1992，廣播與電視，p224)，而在臺灣，由於政府解嚴後，施行媒體開放政策，在政府不斷的釋出廣播頻道、開放申請，國內廣播業已處於百家爭鳴、競爭激烈的紅海戰爭中，因此各收聽率調查公司之調查報告，也常常是影響廣告客戶與廣告代理商投放廣告預算的重要依據，直接或間接地影響了廣播電台的廣告營收。 觀察國內廣播市場，除了以藥品與商品銷售為盈收主力的廣播電台外，絕大部份的商業廣播業者的經營仍主要依賴廣告盈收，因此，節目收聽率調查結果的高、低，的確仍然是左右著廣告收入的重要因素，但就市場區隔與定位的角度來看，若能針對廣播節目製作內容進行科學的分析，尋找出影響收聽率之顯著而正向的因子，則廣播業者就可依各別的市場定位和主力收聽族群的需求，科學而有效的對節目製作方向進行調整，進而作出明智的節目製作決策；對廣播市場來說，也許可以適度的改善廣播業務價格戰的問題，而在廣播節目製作上不再充滿抄襲和人云亦云之後，才能期許廣播業的體質可以不再惡化下去。 本研究即透過質化的內容分析與量化的回歸分析，從廣播節目內容中找出影響收聽率的重要因子，以便於在廣播節目收聽率調查報告出爐的同時，能夠以科學分析的方式，讓廣播業者瞭解廣播節目製作上的改進之道，並且因應各家電台之不同電台定位，綜合外在環境與企業核心競爭力，判斷其節目製作上是否有修正之必要，而非全憑藉廣播人的直覺和經驗行事，以及擬定節目製作的決策。

For the past 80 years, the radio industry has gone through different changes since its first launch. In Taiwan, the radio industry has also established new business models when the authority lifted the ban of broadcasting regulations in 1993. Newly established radio stations have built up great amount of local audiences and have made the advertisers and Ad agencies to adjust their media planning patterns. Although we've seen new markets brought by the establishment of new stations, the emerging commercial radio stations in Taiwan have also put the industry into a dilemma. The market is over saturated and cutting the spot price seems to be the one and only strategy most of station managers can think of when dealing with market competitions and economic depression. The program rating means the share of the audience of a particular program within a certain period of time. The rating plays a key character in radio industry. It represents the number of audience of a radio station which in return influences the effect of commercial spots. Therefore the program rating does affect the budget allocation of advertisers and Ad Agencies that influence the income of radio stations. Many radio stations adjust or change their program strategies mostly based upon their experiences. Even worse, some of them make decision analysis based upon the feedback of only a few audiences. The stations also take the program rating into account without considering that the rating indicates the listening behaviors of audiences rather than the content analysis of radio station programs. The program rating is one of the tools for sales and marketing, but rating is definitely not the only factor affecting the decision making of program strategy. Program adjustments merely duo to program ratings may not be helpful for accelerating the listenership of a station. The objective of this research is to find the important factors influencing the radio program ratings through qualitative content analysis and quantitative regression analysis. With scientific analyzing methods, this research would like to provide a different aspect for the decision-making of program strategy. Given that each radio station has its own market positioning of the program, radio stations should take its own core competency and the economic situation into account before they conclude their program strategies or make any program adjustments. Through scientific analysis and by meeting the needs of potential audience, we expect that the radio industry can make right decisions and build up a new era of its own.