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It has been said that radio is not rocket science. However, we can often overcomplicate things. If you program in a PPM market, you know the margins between a great book or a bad one can come down to a handful of meters. Before you pop the cork or revamp all your clocks, take a step back.
There are generally four things that can affect your station’s ratings…
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Do you ever find yourself struggling to show an advertiser your station’s efficiency in delivering potential consumers to their store? Do you wish you had a way to show the purchasing power of your listeners?
The answer is simple…use Closing Ratios!
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How much do you know about your market? Do you know how your market has changed by demo, county, or ethnicity? Who are the top employers in the market?
I have great news for you. You can get all this information, plus much more, in one single source.
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As the calendar turns to November, all thoughts go to…when will the Christmas station start playing Burl Ives?
PPM has taught us that the switch to Santa has a profound effect on audience movement.
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You probably don’t actually carry a briefcase anymore, yet you get the concept, right? What are the first things you need to learn and know about Radio sales? What are the things you need to know off the top of your head, or at least have at your fingertips to provide to a prospect?
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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).
