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Filed Under: Hot Topics
Over the past couple of months Nielsen has published some interesting data that reinforces what we already know about how radio listening is holding up in a world of disruption and new media choices. It’s up to the Radio industry to go on offense with this information and counter the urban myths that are out there regarding our still large and strong audience.
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With the devastation in Houston, Florida, and other areas due to Hurricanes Harvey and Irma still fresh in our memories (and with months still to go in hurricane season), it’s probably a good time to remind ourselves of the important role that radio plays in responding to natural disasters.
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I attended a session at the Radio Show last week called “The Connected Car Listener Experience.” One of the panelists was Scott Deaver, the Executive Vice President and Chief Marketing Officer of the Avis Budget Group. Mr. Deaver doesn’t consider himself to be in the car rental business. He is in the “Mobility Business.” He explained that while Avis Budget has a very successful and profitable car rental business, they were busy focusing on where the consumer was going to be in 10 years, not where they have been in the past. This is causing Avis Budget to focus on initiatives like autonomous vehicles and to establish profitable business models that allow people to share cars rather than own them.
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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?
