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Radio as a medium has several strengths. Reach, frequency, and immediacy are the first to come to mind. It also reaches people closest to the point of purchase, as they can listen on their way to the store. What strength does Radio have that other media do not have and cannot have? It’s that PERSONAL CONNECTION to the audience. That’s our secret weapon!
Over the past few years, retail stores with brick-and-mortar establishments have been negatively impacted by the growth of e-commerce. This was exacerbated by the pandemic, as online purchasing exploded. Many proclaimed retail dead and shopping districts a thing of the past.
However, there are indications that this trend may be reverting back to the norm…
If you are a Nielsen Audio subscriber – or read All Access – you know that the ratings company recently issued a statement concerning COVID and meter in-tab in PPM markets. Like many companies across a broad spectrum of industries, the pandemic has impacted their ability to perform at optimum levels.
We applaud Nielsen for their transparency on this issue. We also urge you to pay closer attention to your market’s in-tab every single month.
Are you hitting the reset button for 2022? Well, we’re doing just that at Research Director, Inc. One week each month, we’ll provide you with an educational series article on “Back to Basics.” We’ll focus on terminology, basic concepts of audience estimates, and how you can use data to ensure a successful year.
In this first edition, we are covering the basic terms for radio audience measurement. Do you know that there are only two main things measured? They are how many people are listening and how long they listen. You know these as Cume and Time Spent Listening (TSL).
One of the realities that the COVID-19 pandemic demonstrated with cruel efficiency is that radio is uber-dependent on in-car listening. The “at-work” environment was diminished by the work from home (WFH) movement. While more people have returned to their regular routines, “at work” will remain challenged until Nielsen solves the ear bud issue. The third triad of radio’s location platform was “at-home.” Unfortunately, being locked down for so long caused a rise in smart speaker penetration, which led to new behaviors that created new habits.
Which brings us back to the car…
