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Filed Under: Hot Topics
It is Sunday morning and program directors around the country are examining the meter counts for the previous week.
While this Sunday morning task has become a ritual for many, it does come with some caution.
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Quintile Analysis sounds like a phrase that you might hear on “The Big Bang Theory” or in some scientific paper. However, Quintile Analysis is a great way to promote the value of radio and highlight the value of heavy radio listeners.
The concept is simple; rank all radio listeners on the amount of time they spend with radio. The top 20%, or one-fifth (a quintile) are the heaviest radio listeners. While radio reaches just about everyone (90%+ weekly reach), these heavy listeners, known as quintile 1, are the ones who are most impacted by ad messages. You can build an effective frequency so that they react to the advertising message.
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According to the pre-election polls, Roy Moore should have been the next U.S. Senator from Alabama. Regardless of the scandals, public outcries, and missteps, Moore was still highly favored to win. Yet two percentage numbers changed that, and caused a ripple effect that has everyone on notice: 5 and 2.
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No one is sure where the phrase began (some credit Oscar Wilde), but shampoo maker Head and Shoulders made the phrase “You never get a second chance to make a first impression” famous. The importance of this motto cannot be overstated.
Every sales rep knows that a relationship can be built or destroyed with a potential advertiser in the first few minutes of the first call. Like a first date, the first few minutes may determine the future. So what do you do to enhance the possibility of success?
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It’s almost that time again! From the first crack of the bat to the smell of hot dogs and nachos at the concession stands, the boys of summer are getting ready to come home from spring training in Florida and Arizona. The gray winter sky will soon lead to warm sunbathed baseball fields and temperatures that are no longer in the single digits.
All of the radio flagships and affiliates of your favorite baseball teams are excited for a boost in ratings from fans listening on porches, in cars, or in the ballpark. Fans in the stands aren’t the only people who want their teams to do well; radio GMs, PDs, and other executives want the team that they carry to go all the way to the World Series.
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You know that little green thing with the three lines in it? You know … the one that looks like a Wi-Fi symbol and randomly transmits sounds and blessings through your ear canals. Something you probably didn’t notice until reading this article. Well, unless you’ve lived under a rock the last few years, that little green thing is called Spotify. As we ponder that description, Spotify is currently delivering musical content to over 140 million subscribers.
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Just a few years back, CVS was your typical drug store selling cigarettes, toys, snacks, and health care goods with a pharmacy in the back. The pharmacy was always located in the back, so as you were picking up your prescription, you might also buy other items in the aisles that you walked past.
Over the past few years, CVS has evolved into something very different. While still selling many of the items it sold before, it transformed itself to focus more on consumer health.
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The predictions of tremendous ad expenditure for the 2018 mid-term elections are already coming in. There are presently 468 congressional seats (33 Senate and 435 House) up in November. There will also be 36 gubernatorial elections. This number may go up, as more elected officials may announce their retirement. Both parties are fielding numerous candidates for each seat.
Lots of contested elections with numerous candidates make for a great opportunity, as money is needed to get their message out and differentiate themselves from the pack. However, broadcasters need a precise and focused strategy to get their unfair share of the pot of money. It is time to be proactive and not just take what comes over the transom.
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Go to the gym. Choose to eat right. Spend more quality time with those closest to you. With the arrival of 2018 indefinitely comes the stack of the usual improvements that we would like to make in our personal lives. However, a clean slate is also an opportunity to evaluate and implement best business practices for your company.
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According to Media Monitors the leading national spot buyer for the second week of December was Amazon.
Think about that for a moment. Amazon – the leading on-line retailer that is firmly entrenched in the digital space chose traditional media to promote their business. Yes, they are doing television, as well, but radio? Isn’t radio “dead”? From all that we read it is an anachronistic medium.
