August 14, 2020
Recently we have been hearing about Procter & Gamble’s investment in radio advertising. Since making some initial ad buys, P&G’s use of radio has exploded.
Much, if not all, of this revenue has consisted of network buys. While that helps various networks, the revenue rarely trickles down to the local stations. It will not impact the billing and commission of most local station sales reps.
However, P&G’s radio expenditures can help a local sales rep boost their billing with new clients, especially those who have not previously taken advantage of the power of radio advertising.
HOW YOU MAY ASK?
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August 11, 2020
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.
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August 4, 2020
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.
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July 30, 2020
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 …
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July 21, 2020
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.
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