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Reach and Frequency are the pillars of any ad campaign. Which one is more important? It depends on the advertising goals and the buying cycle of the advertiser’s product. Let’s consider a few scenarios starting with the grand opening of a store. Do they need high reach, high frequency, both, or neither?
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In a prior blog, Steve Allan provided his take on the recent 2022 Jacobs Media Tech Survey. While the news from the survey was not all great for Radio, there were some positive takeaways. One thing that stood out for me was the top reasons people still listen to Radio. Do you know what they are? Go ahead … take a guess.
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The pandemic forced many of us to put all or most of our travel plans on hold these past two years. Travel restrictions continue to ease up, allowing Americans to re-start their travel plans for their next great vacation. What are the trends for travel this summer? How can Radio assist with travel planning?
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The recently released 2022 Jacobs Media Tech Survey contained – as always – a treasure trove of insight into the attitudes of radio listeners. What makes this annual release so valuable is the trending information it provides. While radio remains a strong player in the audio entertainment landscape, there are some concerns.
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What does Reach and Frequency really mean to the advertiser? And what’s the difference between Gross Rating Points (GRPs) and Gross Impressions (GIs)? What are the most important estimates to show on my schedule?
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There are so many ways in which you can become (and stay) a great advocate for Radio. One way you can continue your quest is by keeping up with the latest research that supports Radio’s benefits.
Here are some nuggets to add to your Radio Advocacy toolbox…
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Can you recite the main benefits of radio advertising without notes? Can you compare and contrast the value of your audience vs. that of other media? Do you know the strengths of each radio station in your market? Or which stations are the best mix to reach the advertiser’s target consumer? If so, then you are a true advocate for the Radio industry.
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Recycling is not only good for our planet, it is an essential tool in enhancing your ratings. Before we dive into some of the data, let’s take a step back to the basics.
Your audience share is based on Average Quarter Hours (AQH). AQH is a combination of cume and Time Spent Listening (TSL). Yes, we know the technical term in PPM markets is Average Weekly Time Exposed (AWTE), but us old schoolers want you to just get off our lawn.
TSL is composed of two data points…
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Propensity? Likelihood? Index? What does all of this mean and how can I use it in selling my station? Now that you are a pro at using Target Persons and % of Target (see last week’s blog), let’s focus on Index. Index is the third main term we use in selling with qualitative data and can be used with both local direct and agency accounts.
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Ever wonder which qualitative estimate is best to use in selling? Well, we will answer that question in the next two articles in our educational Back to Basics series. We’ve covered the basic terms for quantitative data (which refers to how many or quantity), so now we will shift gears to review basic qualitative terms. This refers to the quality – or characteristics – of a consumer group.
