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While the term “normal” seems unsuitable, broadcasters need to figure out how to succeed with whatever comes next.
As lifestyles change yet again, there is a massive opportunity for programmers to grab higher shares for their station.
Over the last several months, because of lifestyle changes, radio listening has shifted. Across many markets, weekend listening has returned at a faster rate than weekday listening. This offers great opportunities for both programmers and sales people.
Cost per point (CPP) often dictates radio’s transactional business and even some non-transactional business. Unfortunately, some advertisers (and buyers) use CPP as their primary decision of where to place their advertising. To them, the cheaper it is, the better the value.
While this has always been a short-sighted decision, it is even less wise now. COVID-19 has led Nielsen Audio to report lower rating points for most radio stations, especially in the larger markets. While this is a temporary setback, our industry is over-dependent on CPP for pricing. There are several reasons for this …
A recent story posted by Inside Radio talked about the rise in streaming use for terrestrial radio caused by the COVID-19 pandemic. This is a trend that will likely continue as we begin our return to “normal.”
Now would be a good time to discuss Total Line Reporting (TLR) for radio stations. For those who are unaware, TLR means a station’s over-the-air and on-line content are identical. Usually, that means the same commercials run on both platforms.
We believe all stations should TLR. We will tell you why but first some realities.
In June, Nielsen released valuable information on the characteristics of its meter keepers. This goes well beyond age, race, and geography, which we at Research Director, Inc. routinely track.
These are household questions that are asked when the meter is placed in the household. Again, none of these are individual questions, but reflect the entire household.
