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Archive

Don’t Sell Non-Prime Dayparts

April 1, 2021

Filed Under: Hot Topics

No, this isn’t an April Fools’ joke…

For as long as I have been in this business, advertisers have broken radio inventory into two categories: prime and non-prime. The labeling of some inventory as non-prime gives the impression that it has less value than the inventory labeled prime. A good radio sales person should not sell what is perceived as inferior.

I hope that you just read that and said, “WHAT!?” Let me explain.

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All Access Audio Summit

March 30, 2021

Filed Under: Events

Don’t miss the All Access Audio Summit on April 21 & 22. Research Director, Inc.’s Charlie Sislen will be participating in the following session…

Nielsen Audio — What’s the Future of Measurement as It Pertains to Radio Programming? Radio in the top 50 markets lives and breathes by Nielsen PPM scores. Those markets 51+ are still using Diary methodology. Does the current PPM device help or hurt programming? Many say it’s out of step with radio’s current needs. Is Nielsen accurately capturing what’s happening and we just don’t like the results? Or, does Nielsen need to update its technology to better sample radio users in all the ways that, currently and in the future, more accurately measure radio listening and consumption in all of its forms?

Registration is here.

Christian Music Broadcasters Momentum 2021 Conference

March 30, 2021

Filed Under: Events

Momentum is Christian Music Broadcasters’ LIVE event in Orlando on June 2-4, 2021. Charlie Sislen, Partner at Research Director, Inc. will be participating in a breakout session titled “How to Grow Your Audience in a Post COVID World.”

More information is available here.

Harnessing the Opportunity of Live Entertainment

March 30, 2021

Filed Under: Hot Topics

After a year of isolation and trepidation, it is clear we are seeing a light at the end of the pandemic tunnel. To be sure, we are still in a tunnel, but a return to some semblance of normalcy is not far off.

Of many things we have been deprived during this crisis, live entertainment is surely near the top of the list. This is something we all share, but it is also an opportunity that radio has exploited for many years.

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Spring Ahead

March 24, 2021

Filed Under: Hot Topics

For the past year, radio broadcasters, like most media outlets, have been playing defense. Now is the time to switch from defense to offense, and take advantage of new opportunities.

Why is this?

It appears that the economy is improving. The COVID relief package, which has been approved by Congress, will result in added dollars in most Americans’ pockets. Many will quickly spend that newfound money. Make sure your advertisers are prepared to compete for those dollars.

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Time Is Tight

March 23, 2021

Filed Under: Hot Topics

The recently unveiled survey results of the Infinite Dial 2021 produced a revealing statistic. The radio industry must acknowledge that we are potentially losing one of our most precious commodities – time.

The annual Infinite Dial studies are a treasure trove of valuable information. One particularly eye-opening statistic was the amount of time consumers spend each week with online audio.

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Know the Size of the Pie

March 10, 2021

Filed Under: Hot Topics

For programmers, there are numerous ways to judge success. However, success is limited if the programmer does not know the ultimate potential. The size of the pie is the maximum amount you can get – is that big enough to be successful? Since it’s nearly impossible to get the entire pie, how big of a slice do you need to declare success?

There are several ways to measure this potential. Let’s focus on demographic and format.

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Understanding Nielsen’s Headphone Adjustment

March 2, 2021

Filed Under: Hot Topics

Many questions remain regarding how Nielsen’s headphone adjustment impacts individual radio stations. Last fall, we addressed this new modeling procedure, which was introduced with the October 2020 PPM survey (see here and here). While the headphone adjustment undoubtedly lifts PUMMs (market listening levels), it only results in a positive impact for certain stations.

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Don’t Let the Competition Brand You

February 23, 2021

Filed Under: Hot Topics

Many consider our new Democratic President to be a moderate. Even his decades on Capitol Hill reflected a moderate position. For this reason, I was surprised when his Republican rival labeled him a socialist who wanted to defund the police. Yes, this was a portion of the Democratic Party, but not the person they selected as their candidate.

While Biden won the popular vote and the Electoral College, many states were much closer than a lot of us expected. All of a sudden, some people who voted for Trump described Biden as a socialist who wanted to defund the police.

Simply put, for a portion of the population, the Republican’s branding of its competitor worked.

So what can we learn about this moment in history that can help us in the radio business?

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How Did Christmas Music Impact the Ratings This Year?

February 9, 2021

Filed Under: Hot Topics

If you are an avid follower of ALL ACCESS, you know that The Ratings Experts from RESEARCH DIRECTOR, INC. pen a monthly ratings column. We are fortunate to look under the hood of the data for the top fifteen PPM markets. This affords us a somewhat wide perspective on ratings trends.

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