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A RATING POINT HAS NEVER BOUGHT A SINGLE THING

A RATING POINT HAS NEVER BOUGHT A SINGLE THING

Dropping rate to get on the buy will not result in a healthy industry. We need to go back to selling the value of our listeners as consumers. When everyone has a 0.5, we need to make sure an advertiser understands why our 0.5 is more valuable (not cheaper) then the competition’s 0.5.

So how do we do it?

Sell the Value of Your Listeners
Not all people have the same spending power, or buy the same products and services. We need to get back to focusing on who the advertiser needs to reach and why your station is the right choice to reach them. Effective sellers understand the value of qualitative research. Whether it’s Scarborough, The Media Audit, or the Qualitative Diary, radio station sales people need to differentiate their listeners from the competition.

Qualitative tools bring to light that radio buys don’t deliver rating points, but deliver human beings who may have a higher propensity to buy the advertiser’s product or service.

When it comes to qualitative research, many radio station sales people focus on the standard socioeconomic categories. There’s so much more than that. Dig deeper, and find the product usage categories that your listeners have a high likelihood to buy. Here is where your listeners’ value really comes to life.

Sell the Relationship That These Listeners Have with Your Station
Average quarter hour is just one element of your station’s estimates as reported by Nielsen. Do your listeners have an emotional relationship with your station’s personalities? Are your station’s listeners more passionate about your station than the stations tied with you on the ranker? Do you have higher time spent listening or higher first preference estimates than your competition? If so, document it. And draw the conclusion for the advertiser that, by advertising on your station, they can buy goodwill that they might not get from buying another station.

-Charlie Sislen, Partner

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