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Filed Under: Hot Topics
Each year, effective with the October PPM and Fall diary books, updated population numbers are incorporated into Nielsen Audio’s radio audience estimates. Changes within the market population can significantly impact the audience estimates that Nielsen Audio reports, even if panelists’ or diarykeepers’ listening hasn’t changed at all.
How is this?
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Yes, it’s that time of year when radio stations across the country start playing the usual suspects – Thriller, The Monster Mash, Don’t Fear the Reaper – and I’m ready to enjoy the goosebumps that Vincent Price’s maniacal laughter raises. While we enjoy the annual ritual of these “spooky” classics, we’re reassured by our knowledge that there’s no such thing as ghosts. But perhaps that’s not as true as we might think – especially in a few radio stations that have reported some interesting phenomenon. And as you might suspect, many of these occurrences took place with DJs working the graveyard shift alone. Here are some of their stories.
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I ran across an interesting Q&A in Ad Age. It was with Augustine Fou, a former marketer turned ad fraud researcher. Here is his money quote in response to how much fraud there is in digital advertising: “Between one percent and 100 percent. There are no zero percent fraud campaigns …”
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Radio has been under siege for years but still remains a viable advertising and entertainment medium. However, we are now in the process of squandering what makes us unique and valuable: personal connections.
As an industry, we like to tout our on-air personalities as being difference makers. But how many jocks really do stand out? How many bring something compelling, interesting, or memorable to the radio every single break?
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I may be one of the few people who still receive a printed paper in their driveway everyday. As a matter of fact, every morning I have three printed newspapers delivered. Yes, I still like reading news printed on paper. Most of the population has evolved from a printed paper to getting their news digitally.
In fact, many newspapers (I guess we should not refer to them as newspapers) boast more digital readers than paper readers. At first glance, that would appear to be advantageous because the news organization saves the cost of printing and delivery. Digital delivery will save money and therefore boost the bottom line. The incremental cost of a new reader is minimal.
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I am a lover of radio. I spent thirty years on the air and programming radio stations. But I do listen to a lot of Spotify. Why? Hey, I’m a former PD. No one can build a better playlist than I can.
I don’t pay for the premium service. It’s not because I’m cheap (well, maybe a little). It’s because I want to hear the commercials. I’m curious to see who is advertising on the platform. Unfortunately, I get more promos than spots. Most of these are, frankly, lame and boring. However, a recent one got my attention … and raised my ire.
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The census is coming! Officially, we begin counting ourselves on April 1, 2020. This is an important event for our country but holds particular significance for radio.
Why? Besides the fact that we are federally licensed to serve our communities and the results of the census directly affects those communities of license? Yea, that. But the census will also have an impact on the two pillars of the radio industry – ratings and revenue.
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Like many aspects of our industry, the popularity of podcasts has exploded. However, for many, it has been difficult for radio groups to effectively monetize this new audio outlet. One element is a fair and agreed upon currency. Do downloads convert to listeners, and when someone starts a podcast, how long do they listen?
Another issue has been who is listening. What do they consume based on a specific podcast or podcast genre? This second question is being answered by Nielsen and Scarborough.
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Adults 25-54 is the most requested demographic group by radio advertisers. Besides the fact that 25-54 is not a demographic group, but a family reunion, why do so many advertisers request 25-54? In a single word – habit. Choosing Adults 25-54 allows advertisers more selection of stations and it therefore gives them tremendous price advantage.
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I live in a small, college town. With apologies to John Mellencamp, I was not born and raised in a small town. I lived – and programmed – in major markets. So, it has been an interesting transition listening to radio in this smaller market.
The dial is controlled by two big companies, but their approach could not be more different. As a listener, I find it fascinating.
