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Filed Under: Hot Topics
A complaint I get from general managers on a very regular basis is, “I cannot find quality sales people.” Great ratings are nearly worthless unless you have the sales team to convert them into revenue. As the saying goes, “you can’t sell what you can’t cover.”
So what do you do when you cannot find experienced sales people who know how to convert data into dollars? Find good people and TRAIN THEM!!!!!!!
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After the 2016 election, many asked, “What is wrong with polling?” All the polls showed that nationally, Hillary Clinton had a commanding lead over Donald Trump. However, when the results of the Electoral College were tabulated, Donald Trump was elected the next president. Many thought this was a one-time aberration. However, in 2020, the polling predicted a landslide by Joe Biden. While Biden did receive over five million more votes than Trump, many states appeared to be razor thin. Most notably, Wisconsin was much closer than any poll showed.
What can we as broadcasters learn from this? Polling is not an exact science.
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Let’s be real – marketing dollars are as scarce as they’ve ever been. Radio needs to market as efficiently and effectively as possible in order to maximize results
One way to do this is to zero in on the zip codes that affect your ratings the most.
How?
Filed Under: Hot Topics
There seems to be a real split of opinions with Nielsen’s latest announcement on removing non-subscribers for some of their data sets (Subscriber First Reporting Policy). Please be aware that this will mostly affect the systems that advertising agencies use to select and price radio station schedules. Many of the tools that radio stations use, such as Tapscan, will still include these non-subscribers.
So, what do you need to know to prepare for this switch?
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Starting with the October PPM report, Nielsen Audio began applying modeling to help more accurately account for listening that is being done via headphones, but not being captured by the PPM device. While this modification is a positive move in getting closer to capturing all radio listening, there are definite winners and losers.
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Every year, Nielsen Audio updates the population estimates for all of their markets. These new population estimates will be seen in PPM markets with the October survey, diary CDM markets with the October (August-October) survey, and diary 2-book markets with the Fall survey.
Why are changes in your market’s population estimates important?
Filed Under: Hot Topics
Forget the Nielsen Audio estimates, you are losing cume every day. Sometimes, for reasons outside of your control, a certain portion of those who have tuned into your radio station in the past stop listening.
Why?
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The recent release of Edison Research’s Infinite Dial data supports what most radio professionals already know. An increasing number of radio listeners are accessing the medium through non-traditional means.
The study goes into great detail on how P1s of various formats are becoming increasingly dependent on the use of devices like smart speakers. This is even more pronounced along generational fault lines. The much-sought-after younger demos are, quite naturally, more tech savvy than their older counterparts. This shows that radio’s future is still bright with the digital natives.
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As we approach budget season, the usual arithmetic alchemy we use to predict the future has been rendered redundant. No one – and I mean no one – has any idea what to expect or predict for 2021.
Everything is clouded by the pandemic and the mixed messages we receive on how, if, or when it will end. We see this apply to radio listening. There has been no “V” shaped curve. It is more like a swoosh (Nike did not pay for that product placement). Cume is slowly trickling back while AWTE is well behind pre-pandemic levels.
Perhaps we can look across the Atlantic for a hint on what to expect in the future.
Filed Under: Hot Topics
Your and your station’s success are based in part on your AQH performance. It does not matter whether you are talking about rating, share, or rank – the goal is to grow your AQH audience. There are only two ways to impact AQH:
The job of every program director and every marketing dollar is to grow the station’s cume. The reality is that every station loses cume every day. Listeners may:
