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Posts in "Hot Topics"

Addressing the Publicis-Omnicom Mega Deal

August 15, 2013

Filed Under: Hot Topics

On July 28, the world’s second- and third-largest media groups officially announced their intentions to merge by the 1st quarter of 2014. Omnicom and Publicis will form Publicis Omnicom Group, growing to twice the size of former #1 media group WPP in terms of revenue.

Once the dust settles, there will still be one question that can only be answered in time; “Is Bigger Better?” Considering that these are massive media groups and there are plenty of variables going into this merger, we’ll leave the details at the door and try instead to tackle the bigger picture.

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Clear Up the Blurred Lines of Social Media Use

August 8, 2013

Filed Under: Hot Topics

A quick search on Twitter of some keywords will bring up a handful of tweets from people who received a crisp dollar bill from Arbitron as an incentive to keep track of their radio listening. Receiving cold hard cash in the mail or being asked to wear a meter that is reminiscent of an early ‘90s pager is kind of exciting. It’s exciting enough that many people would want to tweet about it … or share it on Facebook … or post it to Tumblr.

The vast number of ways a social media user can express themselves to the world has made Arbitron’s quest for anonymity a serious headache.
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TAPSCAN 11.2 Provides New Enhancements

July 31, 2013

Filed Under: Hot Topics

Last month, Arbitron released TAPSCAN 11.2. The latest enhancements to the newest version of TAPSCAN Web include the capability to schedule non-traditional revenue in the NTR Schedule tab, new features in Research Reports, and more browser support. The following is a summary of the latest improvements included in TAPSCAN 11.2.

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Why Did My Ratings Change?

July 30, 2013

Filed Under: Hot Topics

Check out our guest article on Arbitron’s Not Your Average Quarter-Hour programming blog here.

The Growing Hispanic Market and Why They Are Important to Advertisers and Your Stations

July 25, 2013

Filed Under: Hot Topics

Fastest-Growing Segment07252013-1

Hispanics continue to be the fastest-growing segment of the total U.S. population, and the influence of this segment of the population is being seen in all aspects of the culture.  Reaching these consumers is becoming an important aspect of many media buys.

Many of the top metros have experienced a significant influx of Hispanics migrating to their areas.  The Hispanic population percentage increases have skyrocketed to double-digit growth in recent years.  The 2010 Census counted 50.5 million Hispanics in the United States, making up 16.3% of the total population. The nation’s Latino population, which was 35.3 million in 2000, grew 43% over the decade.  In 2012, Hispanics made up 53.1 million/16.9% of the U.S. population, according to U.S. Census Bureau: State and County QuickFacts.

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Finishing Strong

July 18, 2013

Filed Under: Hot Topics

Get expert advice as you prepare for the critical Fall ratings period.

Key Points:

  • The 2013 success of your station is dependent on what you do in the next few weeks.
  • Ask the experts and get some free help.
  • Prepare for success using all the tools at your disposal, especially those that cost you nothing.

The Fall book is closer than you think

No matter how the first half of the year has gone for your station, the next few weeks are critical. How you impact listening during the critical Fall ratings period will determine how 2013 ends for you. Right now you are either preparing to win or preparing to fail as you determine your programming and marketing strategy, and time is of the essence.

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Conflict within a Radio Station: When Is a Good Book Not a Good Book?

July 11, 2013

Filed Under: Hot Topics

The new book just released. Programming is celebrating as the station has shown growth with its AQH share. Just down the hall, the sales team may be looking at the same book with little emotion or excitement. How can these two groups, who are both rooting for higher audience levels, have such different reactions to the same outcome?

This dilemma is a result of how sales and programming judge audience growth. While both teams focus on Average Quarter Hour (AQH), they look at different benchmarks. Programmers look at AQH share, while sales people look at AQH ratings. So what is the difference?

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What’s The First Thing You Look At?

June 27, 2013

Filed Under: Hot Topics

Is it the eyes? The hair? … Wait, that’s a different blog.

When your monthly PPM numbers roll off the computer – what is the first thing you look at? The easy answer is overall share. If it’s good, everyone’s happy and we tend to wait for the next round. If it’s bad, we look for answers.

Either way, a closer examination of both your numbers AND Arbitron’s performance can help you predict the future course of events for your station. More importantly, it can prevent you from knee-jerk reacting to some bad news.

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Selling the Value of Your TSA Audience

June 20, 2013

Filed Under: Hot Topics

Your station’s audience may extend well beyond the defined limits of the radio metro. Including these listeners in advertising proposals may add value to your advertisers’ media buys.

Why learn about TSA audience?

Most radio presentations discuss your audience within the radio metro. There may be additional value in your TSA (Total Survey Area) audience. TSA listeners are consumers who hear the advertiser’s message on your station but for whom media buyers generally do not give any credit for having heard that message.  These are potential consumers who are exposed to the advertiser’s message but have not been calculated into the cost-per-point or cost-per-thousand. Placing a value on these listeners can help justify higher rates and show an advertiser the true value of your audience.

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Radio’s Second Sales Team

June 13, 2013

Filed Under: Hot Topics

Most of us who have worked at a radio station were keenly aware of one of radio’s two sales teams. These are the folks who wear suits (or at least they used to), met with advertisers, and sold commercials. But there is a second team of sellers at a radio station, whose sales job is much more difficult – the on-air personalities.

Why do I say that?

In theory, the advertising sales folks can close any piece of business they really want by simply offering the advertising for free. How many advertisers would say no to a free ad schedule? In other words, their most difficult objection to overcome is price.

Conversely, an on-air personality’s job is to convince (sell) the listeners to tune in often and listen for long periods of time. At the same time, your competition is trying to do the same thing with other potential listeners. Unlike the advertising sales people, price is not an issue here, since both are offering their product for free.

So how does a jock or personality sell to the listener?

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