As the COVID pandemic story continues to play out, there’s still the question about the millions of Americans who refuse to be vaccinated.
Recently conducted research by Morning Consult reveals many reasons why people aren’t interested in getting the shot(s). The story by Gaby Galvin shows the number one reason the “un-vaxxed” have avoided the shot is because of concern over its long-term effects (44%), followed closely by those who say there’s “too much conflicting information” about the vaccine.
The research, conducted April 30-May 2 among 2,200 U.S. adults, more than half of whom are unvaccinated.
But once you get beyond these reasons for avoiding the COVID vaccines, it turns out many of them can be bought. That’s right – 57% say they’d definitely/probably get a shot if it paid them a $1,000 saving bond; 43% say it would take only a $50 saving bond to motivate them to roll up their sleeves.
There’s considerable interest in vaccine bribes, especially among 18-44 year-olds. Resistance appears highest among those in the 45-64 age bracket.
Somewhere, Ohio Governor Mike DeWine must be smiling. Last week, he launched a vaccine lottery to encourage his constituents to get vaxxed. Later this month, Ohio starts a five week promotion (right in the middle of the spring book, Ohio radio stations) where a $1 million prize will be awarded each week to one lucky vaxxer. You must have received at least one dose of the vaccine in order to play.
But wait, there’s more!
Vaccinated Ohioans under 18 will be eligible for a drawing that will award college scholarships, including tuition and room and board.
Here is Governor DeWine’s promo. Not to be critical, it is not PPM friendly at more than three minutes long. There’s no music, no “Mr. Big Voice,” and a startling absence of Star Wars sound effects.
If this works, DeWine could be named “PD of the Year,” effectively using contesting to change his audience’s (er…constituents’) behavior. In this case, it’s a heavy lift – inspiring reluctant Ohioans to put aside their skepticism about the safety of the vaccine and even their political beliefs in order to be eligible for the big prize.
As you might expect, politicians from both parties are indignant about the idea of bribing people to get the vaccine. That is, until it proves to be a success.
The Morning Consult data suggests it will work, although DeWine might have gotten the same result while paying out a lot less prize money. Every programmer knows it’s smart to pre-test your prizes to learn the one that yields the best result for the least amount of expenditure.
Nonetheless, DeWine’s bold effort is a reminder why radio contests are so effective. People may say they don’t matter, but there’s a reason why program directors across the spectrum give away cash and other prizes.
Even public radio managers will tell you that without the “premiums” (tote bags, T-shirts, smart speakers, free tickets), their pledge drives would be considerably less successful.
Every year in Techsurvey, we ask the “Why Radio?” question. And every year, “to win prizes” is one of the lowest performing attributes. As is often the case, in our new 2021 survey, it sits at the bottom of a long list:
Every time it appears (or I present it), I get the question, “So, why does virtually every radio station still do contests if they’re so unpopular?”
And my answer:
Because they work.
Contests may not be a major driver – or even a minor attraction – when people think about the motivations behind listening to the radio. But the
right contest, at the right time, featuring the right “carrot,” can be (and often is) very effective.
Governor DeWine is tapping into that – yes, bribing those who say they won’t get vaxxed into changing their behavior. If Ohio’s vaccinated numbers jump. look for other states to try their own lotteries. Maybe several will work together to create “collective vaccine contests.”
And Ohio’s “ratings” are the most important of all. The percentage of the state’s residents who have gotten the shot, and – hopefully – lower cases of COVID as a result.
The payoff? Better than a revised rate card, Ohio could lead the return to getting our lives back.
As Nielsen will tell you – and soon Ohioans – don’t bet against contests.
In the meantime, if you don’t have any contest money set aside this year, do the next best thing:
Check the prize closet.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Great blog, as usual, Fred. This was a creative stroke of genius on “Big Daddy DeWine’s” part IMHO. (That’s what my Ohio friends call him) Perhaps out own Governess (Gosh I hope that isn’t pronoun inappropriate!) should do the same. Hope to see you out of the office in the near future, Fred. Stay positive, test negative. ~Ed Kelly
I hate to see Ohio on the innovation fast track. I’m sure every governor is watching carefully, including “Big Gretch.” Thanks for the comment, Ed.
Apart from the topic of contests, which is very interesting, it never ceases to amaze me that there are so many people intentionally not getting vaccinated in the United States, while in Latin America many people are paying hundreds of dollars to travel there to get their vaccine because in their countries there are not enough.
There are lots of theories about vaccine hesitancy in this country. My belief it’s more political than anything else, but we’re about to see how serious the resistance to getting the shot in Ohio. Thanks for the commemnt.
Very insightful as always, Fred! I can attest, NE Ohio is abuzz over DeWine’s announcement and hopefully that increased level of conversation is an indicator of an uptick in vaccinations.
You know how it pains me to write nice things about Ohio, Josh. And I really hope this works.
So, 43% of these deniers will get the shot for $50?
If they fear for their lives(vaccine not proven), a mere $50 would change their minds?
SMH.
Something like that, yes.
Gov. DeWine took your advice. A :30 was shot at Filmhouse. Voiced by Joe Kelly. And he only told one I-75 construction joke.
Love it.
I once worked at a radio station in a top 10 market doing mornings where we made ‘fun’ of the station not having contests while the rest of the market was giving away fab prizes. I would go to the dollar store and buy cheap dollar store crap to give away on the air. We’d play up the contest like crazy and then give away, I don’t know, a box of cheap dollar store crayons, and yes, people would come and pick them up. Thanks for playing the home game. You knew that station well Fred.
In the same market I worked as a pick-up jock and imaging guy on a Classic Rock station. The station ran a contest where if they didn’t play (I think it was six) songs in a row, then caller number (whatever it was) would win (I think it was 10 grand, or maybe more, can’t remember). The management had no intention of giving away the money or ever playing less than the appointed songs. I was filling in on middays and the morning show played 5 songs, or whatever it was just as my shift started. The staff was running around like chickens with it’s heads cut off, “What should we do?” I took caller (whatever it was) recorded the call and said they were the winner and played it on the air when my 6 songs were done. The PD and GM were not in the building. The staff were like, “Why did you do that, you don’t have the authority.” My response was, “what do you want to do, be responsable for giving away the money or loosing the stations license.”BTW: No one got fired.
I’ve got more, but that’s enough for now
I did one of those as well. The key was to “screw up,” give away the money, and let the suspense build. In reality, it was a nightmare to manage. Often when there was an “organic screw-up,” the jock on the air would tell the first several callers that no mistake was made. At times, a cluster.
My thinking looking at the chart is, even though contests rank at the bottom of the list, they still attract an 11 percent response rate for why people listen. That’s not ratings chump change. I’d say, as long as the contests aren’t driving AWAY listeners, 11 percent is a pretty decent draw. Of course, I’m biased. I’ve mentioned here before how I won thousands of dollars, a motorcycle, more albums and concert tickets than I could count, and a myriad of other prizes (and came close to winning a new HOUSE!) from radio stations as a kid. And also don’t discount the draw also of people who enjoy listening to contests even if they don’t participate. K-Earth 101 in L.A. still does the kind of fun contests I grew up on–with listeners winning $100 for every time they can say “K-Earth 101” in ten seconds. I don’t participate but I still get a kick out of listening to it. And if there’s any doubt that–assuming the contest is done right and is fun to listen to–it can appeal even to those not participating, just ask yourself how many tens or hundreds of millions of people have watched The Price is Right who have never been to the show, and then ask yourself how many years the show has been on the air? Radio should always be looking for ways to invite listeners to “Come on down!”
And the other benefit is that the prize/methodology can support the brand. I loved those contests on Classic Rock stations where we gave away ’68 Mustang and a new one to the same winner. Big fun and great audience interaction. Thanks, Dave.
By the way, just thinking about how the contest K-Earth runs is an actual “call-in” contest on a local station. I always keep tuned in to listen to the contestants play. Guess how often I stick around for to hear the results of “text winner to 12345 and be entered in a national giveaway”?
Yes, there is that.
In my conversation with Governor DeWine last week, I actually asked if he wanted to grow up to be a radio promotions director.
https://p.ftur.io/wspdam/2463
I feel a sense of vindication, Scott. Thank you for sending, and I enjoyed the Tubes parody song.
Seems like the Gov. may have run afoul of his legal department. The rules went from pulling each week’s name from registered voters to now having to register via a website beginning May 18.
I was taught contest rules had to be reviewed by “legal.” Wonder if Governor DeWine’s office took that step. Thanks, Keith.
Now here’s a radio contest some down under that I’m sure some would like to get a handle on.
From the article:
On air this morning, Sandilands lamented how difficult it had been to get his Most Beautiful Penis Pageant across the line, and the various “fun police” and “losers” who had shrunk the competition from his original visions around its size and scale.
https://www.radiotoday.com.au/kyle-sandilands-radio-streaming-future/
And the double-entendres just keep on comin’.