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Pretty much since the dawn of radio ratings, programmers (guilty) have blamed the ratings services for our “issues.” These issues usually mean bad ratings. From Arbitron to Nielsen, diary to PPM, the lament remains the same – sample sizes are too small.
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Michelob? Truly an ad campaign from the pre-craft beer era. More importantly, weekends were made for radio listening. Last week, Fred Jacobs published a blog pertaining to this subject. He focused on the programming aspects of this, shall we say, neglected day part. We are going to focus on the data (we are The Ratings Experts, after all).
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Do you have unsold inventory on the weekends? Do you add this inventory to current ad campaigns as “added value”? If so, it’s time to show the value of this audience and stop giving it away for free. We can show you how….
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How often have you heard an advertiser say, “I am buying your competitor and already reach your audience”? Do you have a good response to this objection?
Last month, we focused on how to read and use a Duplication Grid report. This month, we walk you through the Duplication Analysis report. This report will help you show the value of including your station on the buy.
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It is a fact of ratings science that there are 100 shares available in every market. However, not all shares are created equal. Your station’s AQH share is a reflection of how many people are actually listening to radio. The term, for PPM markets, is PUMM (Persons Using Measured Media). In diary markets, it’s PUR (Persons Using Radio).
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For as long as I can remember, the holy grail of radio demographics has been 25-54. The cynics among us have often said this is a family reunion, not a homogenous group of people. To put this in contemporary terms, a 25-year-old is a digital native while a 54-year-old is a digital immigrant.
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Since the dawn of the digital age, we have been told that online ads are the great panacea that will solve every advertising challenge. To be sure, digital marketing has its place. Ranking high in a search is a must for any business. There is merit to the targetability of social media ads.
Then along comes this MediaPost article as reported on by Inside Radio. Here’s the money quote: The research conducted across Yahoo’s digital properties showed that 53% of all ad formats studied, while meeting viewability standards, generated less than one second of active attention.
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Have you ever wondered what “duplication” really means? How is it used in the Radio industry? What do all the terms in duplication reports mean and how can I use this information? We use lots of abbreviations and terms, yet we may not always have a full understanding of their meaning.
In this month’s Back to Basics post, we unpack and explain Duplication Reports. Keep reading to get the skinny on this vital tool in your ratings toolbox.
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What makes you stand out as a radio seller? What characteristics and qualities make you unique? How are you different from other radio sellers in your market?
Let’s be honest … it can be very tough to close business these days (though it’s improving). What are you doing that makes a difference in whether or not you get the sale? The Ratings Experts have some ideas for you.
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Nowadays you can find several sales training courses that will show you the best ways to sell … to close business. I’ve been through many sales training courses and most of them have the same general theme. They talk about how to prospect, build a relationship, research the advertiser, put a proposal together, and close the business. But they are missing a big part of what makes you successful in sales.
What is it? What’s the secret sauce?
