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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.
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Digital pure plays have been coming after radio’s lunch money for quite some time. Recently it appeared that Spotify has upped the ante. Under their “Spotify Advertising” banner, they posted the following: “Podcasts vs. radio: What’s the difference for advertisers?”
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Fred Jacobs recently wrote a blog called “Playing the PPM Game.” The gist of the article was that radio has suffered by playing to the meter.
In general terms, we agree with his point that playing to the meters – and not your audience – is not the best strategy. But what about the other side of the coin?
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Wait a minute! What? I can’t do this? They are separate radio stations so why can’t I add the cumes together to get a cluster total?
This is the most common misuse of audience estimates that I have come across during my tenure in the industry. It’s easy to think we can add cume across stations, yet it’s not that simple…
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We’re not launching some tinfoil hat conspiracy theory. It’s a legitimate question.
Nielsen’s services are ever evolving. This is a good thing. It is also vital that you are up to date with all of these changes. While we never advocate playing the “ratings game,” you do need to be fully aware of the rules of engagement.
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Radio has struggled to convey the benefits of a radio campaign in a simple manner. Reach, frequency, GRPs, and CPP can be very confusing … and what does all this really mean for the advertiser? How can we simplify Radio’s benefits for an advertiser? This is where Gross Impressions can be advantageous.
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One of the benefits of Nielsen’s PPM methodology is that it yields a tremendous amount of data. Savvy programmers harness this data to make better decisions and, often, solve problems.
As The Ratings Experts, we relish finding solutions for our client.
Two programming questions that frequently pop up are:
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Many of you are probably thinking … Why do I need to know this? Simply put, they are both percentages yet percentages of two different bases or universes.
In last month’s Back to Basics post, we discussed Cume, Time Spent Listening (TSL), and Average Quarter-Hour (AQH). Now let’s explore the meaning and importance of Ratings and Shares.
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Radio as a medium has several strengths. Reach, frequency, and immediacy are the first to come to mind. It also reaches people closest to the point of purchase, as they can listen on their way to the store. What strength does Radio have that other media do not have and cannot have? It’s that PERSONAL CONNECTION to the audience. That’s our secret weapon!
