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Filed Under: Hot Topics
Cable advertising has always had a unique competitive advantage in the marketplace. It has the targetability (geographic and psychographic) of radio, with the pictures of television. It was also a low cost provider. This made it difficult to compete.
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For decades, radio had nearly a monopoly on entertainment in your car. It was one of the few diversions that still let you drive safely. In recent years, this dominant position has been challenged by other audio forces like Sirius/XM and the Pureplays. Still, most studies show that traditional radio continues to dominate auto entertainment.
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AQH is made up of two components, Cume and TSL. And TSL is also made up of two components, occasions and durations. An occasion of listening is one tune-in. Duration measures how long the listener stays tuned in.
Plenty of Nielsen research has shown that durations are pretty steady across stations and formats. Programmers should instead focus on increasing occasions.
Increasing occasions is all about recycling – bringing listeners back time and again to garner more TSL.
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The old adage “a face for radio” doesn’t seem to stand the test of time in a competitive industry that now demands more from its on-air talent. What was once a blind conversation with your daily host is now a multidimensional relationship where you can interact with your fave personalities in a variety of ways.
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Advertisers are convinced they need a digital campaign. All that many care about, including some of the largest advertisers, is getting the right eyeballs to see their ad as cheaply as possible. On the surface this seems to make sense. The solution is programmatic buying, which is presently being led by Google AdSense.
A recent Washington Post article proved that the devil is in the details. Many major and sophisticated advertisers, including Macy’s and IBM, went the route of programmatic advertising. The consequences of this decision had a negative outcome.
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Despite the fact that over the past 12+ years I have supported sales people by mining data to provide materials that help put a station’s best foot forward, overcome advertisers’ objections, and ultimately assist them in winning business, I am not a sales person.
There are those who will debate this, insisting that everyone, in every business, no matter what their title, is in fact a sales person. The idea being that your attitude, customer service, quality of work, etc. all play a part in “selling” your business. And, while this may be a topic for another blog, that’s not my intent for today.
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I’m a woman with a four-year college degree, a respectable income, investments, and a child (who attends private school). I own a pet, two cars, my own home, which I have refinanced before. I have loans, I travel (both domestically and internationally), I volunteer, I attend church, I donate money to various organizations, I have between 6 to 10 credit cards with interest rates in very respectable ranges, and all three of my reported credit scores are above 720. Oh, and did I mention that I’m black/African American?
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You knew that our world had changed when the term “Alternative Truth” became part of our lexicon. While everyone can have opinions, there is only one truth.
No, this is not a political debate, or an argument on the merits of our current federal government. This has to do with the marketplace perception that radio is dead. Okay, dead might be overly dramatic, but many believe that radio listening is eroding.
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At the recent All Access Worldwide Radio Summit, Nielsen displayed the latest devices that will capture participants’ radio listening. Unlike the present PPM device, in my personal opinion, this new device is a game changer. So what is so special about these new PPM devices?
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It’s certainly no secret that the type of music you listen to can and does affect your mood. Feeling angry and confused? Maybe you’ll listen to Come As You Are by Nirvana. In a good mood and feeling a little defiant and cheeky? Perhaps it’s time for Beyoncé’s Put A Ring On It. And for me, after a particularly nasty break-up when I was in my mid-20s, I turned to Wasted Time by the Eagles, hoping I might find some comfort and clarity after the 430th repetition.
