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Archive

Radio Games

September 23, 2021

Filed Under: Hot Topics

Westwood One recently released a study about radio listening to NFL games. The gist is that those who listen to the NFL on the radio are more engaged than those who just watch the games on television. The study talks – in great detail – about the quality of the audience.

We work with a number of sports stations across the country, and we can state that there is also a vast quantity of people who tune to NFL – and college – football games on the radio.

This may seem counterintuitive….

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Radio in Our Times of Need

September 14, 2021

Filed Under: Hot Topics

The number of natural disasters – fires, floods, hurricanes – that have recently hit the country is mind-numbing. Tens of millions of lives have been turned upside down as a result of these events. Right when residents need news and information, their electricity is out, and internet access is non-existent.

Consider this:

When power is down, people can’t turn to TV to receive important notices.

Downed cell towers can prevent text alerts.

Both of these things affect internet access.

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Get to Know Your Panel – Part 2

September 9, 2021

Filed Under: Hot Topics

The best way to get great ratings is to create great radio. Great radio has the ability to attract a large audience, and cume can cure many ills – especially the wobbles that come in the ratings.

That’s programming on the macro level. On the micro level, there is the Nielsen PPM panel. Any information you can garner on how it is constructed from a proportionality perspective is useful knowledge.

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They’re Back!

August 26, 2021

Filed Under: Hot Topics

Events and appearances have always been a way for radio stations to separate themselves from the competition. Because of COVID, they suddenly stopped.

Simply put: THEY’RE BACK!

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Selling Without Ratings

August 19, 2021

Filed Under: Hot Topics

For the past 30 years, Research Director, Inc. has helped radio stations maximize the value of their investment in ratings research. For much of that time it was Arbitron data and now it’s Nielsen. We also utilize qualitative research like Scarborough and The Media Audit.

This research is invaluable, but many salespeople become overly reliant on the Nielsen data. This is especially true for Nielsen subscribers that have a strong ratings position. Beware: those that live by the numbers, die by the numbers.

If you are overly dependent on the ratings you are extremely vulnerable.

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NAB Show – Cancelled

August 18, 2021

Filed Under: Events

Unfortunately this year’s NAB Show has been cancelled. We can’t wait to see you again!

You Wear It Well

August 12, 2021

Filed Under: Hot Topics

The recent announcement by Nielsen that the company will deploy wearable technology for PPM data collection is a welcome bit of good news. The original PPM technology has been around for decades and has clearly been lapped by not only the advancement of digital tech but by the habits of the users.

It would be easy to say “well it’s about time,” but that would be an overly cynical take. We applaud Nielsen for proceeding with caution as they roll out these new versions of the meter.

As such, we are also impatient. At the time of this writing we know that there will be a total of 3,000 new wearables in the field this fall, 1,000 of which will be new panelists. We also know we won’t know how this new system impacts ratings until the second quarter of 2022.

This gives us plenty of time for speculation and to ask a bunch of questions. And we have answers from a Nielsen spokesperson.

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Local Is Bouncing Back

July 29, 2021

Filed Under: Hot Topics

Here’s another great sign that the local economy is returning! BIA Advisory Services is one of the foremost firms on tracking and forecasting advertising expenditures. On July 22, they revised their estimate for local advertising dollars for 2021 to $142.4 billion dollars. That is an increase of $4.8 billion or 3.5% higher than they had predicted in November 2020.

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Saving Dealership Dollars

July 22, 2021

Filed Under: Hot Topics

As I talk to sales managers, it’s almost a uniform cry: “Business is returning – the only thing holding up the rebound is a lack of auto dollars.” This is true for understandable reasons.

All you have to do is drive by any car lot and see the lack of cars available. The recent microchip shortage, combined with a recovering economy, has resulted in car dealers selling out their fleet with little to no marketing. This is the case for most brands. So why advertise?

There are several important reasons why car dealers need to continue advertising.

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Get to Know Your Panel

July 1, 2021

Filed Under: Hot Topics

The beauty of the PPM ratings system is that it can accurately – and quickly – record listener behavior. We see that year after year during the Christmas holiday. We see it in markets where a major sports franchise goes to the World Series or the Super Bowl. We saw it over the last year as listeners stopped commuting.

There is also a level of consistency in these numbers. A person can be in the panel for up to two years. Sometimes, even longer.

Of course, sample size remains an issue. However, this is not something you or this blog can solve today. What you (and we) can do is get to know the panel.

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