October 4, 2012
When a radio station is pitching an advertiser for business, they need to demonstrate that they understand who the advertiser’s consumers are, what drives their purchase, and how their station best reaches them. Qualitative information helps to better understand an advertiser’s customer and demonstrate the power of the station to reach them. With qualitative research, you can profile an advertiser’s customer in great detail – learn where and how often they shop, what they’ve bought, what they plan to buy, and much much more. With competition among media increasing daily, qualitative helps you go beyond the standard age/sex demographics and set radio stations apart from one another.
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September 25, 2012
The fastest growing segment of the advertising pie is lumped into a category we now call “digital.” According to the latest report from the Internet Advertising Bureau and PWC U.S., “Internet” advertising revenues alone were $8.4 billion for the first quarter of 2012. That was a 15% increase over the first quarter of 2011.
Many different media want to increase their slice of this large and growing revenue pie. The question is, who has the advantage in this relatively new advertising space?
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September 19, 2012
Just about every time a new ratings book is released, your audience shares change. Most PDs ask the simple question: WHY? It doesn’t matter whether you’re in a diary or PPM market, there are four possible reasons your Arbitron audience estimates change.
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September 11, 2012
Last week we talked about how a “vital few” can contribute more than their fair share to a given outcome. The same can be said for radio, with First Preference listeners contributing a disproportionately large share of the average station’s time spent listening.
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September 5, 2012
Ever heard of Pareto’s Principle? Also known as the 80-20 Rule, it explains the uneven distribution seen so many places in life. Speaking in generalities, 80% of the effects come from 20% of the causes. That divides things into the “vital few” and the “trivial many.”
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