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Hot Topics

Hot Topics

The Law of Diminishing Cume … So What Can You Do?

October 13, 2020

Forget the Nielsen Audio estimates, you are losing cume every day. Sometimes, for reasons outside of your control, a certain portion of those who have tuned into your radio station in the past stop listening.

Why?

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The “New” On Air

October 6, 2020

The recent release of Edison Research’s Infinite Dial data supports what most radio professionals already know. An increasing number of radio listeners are accessing the medium through non-traditional means.

The study goes into great detail on how P1s of various formats are becoming increasingly dependent on the use of devices like smart speakers. This is even more pronounced along generational fault lines. The much-sought-after younger demos are, quite naturally, more tech savvy than their older counterparts. This shows that radio’s future is still bright with the digital natives.

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What’s Next? The Road to Recovery

September 23, 2020

As we approach budget season, the usual arithmetic alchemy we use to predict the future has been rendered redundant. No one – and I mean no one – has any idea what to expect or predict for 2021.

Everything is clouded by the pandemic and the mixed messages we receive on how, if, or when it will end. We see this apply to radio listening. There has been no “V” shaped curve. It is more like a swoosh (Nike did not pay for that product placement). Cume is slowly trickling back while AWTE is well behind pre-pandemic levels.

Perhaps we can look across the Atlantic for a hint on what to expect in the future.

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The Secret to Driving Time Spent Listening

September 15, 2020

Your and your station’s success are based in part on your AQH performance. It does not matter whether you are talking about rating, share, or rank – the goal is to grow your AQH audience. There are only two ways to impact AQH:

  • Cume – How many people are tuning to the radio station?
  • TSL (or AWTE) – How long is the average listener tuning to the radio station?

The job of every program director and every marketing dollar is to grow the station’s cume. The reality is that every station loses cume every day. Listeners may:

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Should Radio Convert to Gross Impressions?

September 10, 2020

When I started selling in 1981 (yikes, that is nearly four decades ago!), I was taught that radio sales people use GRPs (gross rating points) and CPP (cost per point) as our transactional currency. These numbers were hard to describe to anyone who was not used to buying broadcast media. Because rating points are based on the market’s population, it also made comparing rates across markets difficult.

As a young sales person, I had the nerve to ask about the system of using GRPs and CPP to sell radio. The answer was simple: “That is the way TV is sold, and therefore radio must follow’s TV’s lead. If we want to play on TV’s playing field, we must use GRPs.”

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