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Filed Under: Hot Topics
If you work in sales, you may have heard someone suggest the “fake it ‘til you make it” approach to professional success. Some situations might call for this mindset, such as addressing a lack of confidence or continuing to smile and positively influence others when having a bad day. HOWEVER, “fake it ‘til you make it” can often times become counter-productive.
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The IRS reports that U.S. residents received over $306 billion in tax refunds last year. In fact, 73% of tax returns processed yielded a refund. That means that nearly three-quarters of the taxpayers in your market will be walking around with an average of $2,797 in their pockets pretty soon. How do you reach them? RADIO!
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A couple of years ago, I started studying Spanish. At that time, I started listening to the local Spanish radio station to help me learn a bit more of the language. One of my favorite songs was “Mi gente” (My people) as recorded by Marc Anthony.
The irony is that I am not exactly “mi gente.” In fact, I am so far out of the typical demographic for this station (falling outside of the station’s core audience both ethnically and age-wise), that, statistically speaking, I’m not even a blip on the Nielsen radar.
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It is well-known that marketers look to the habits of the youngest consumers to anticipate future trends. In Country Radio, this means the development of rich social networking and mobile marketing strategies among younger listeners, who are driving its growth.
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We have heard it hundreds of times, from both sales managers and program directors; I will trade all of my 55+ listeners for just one Adult 25-54. As crazy as that sounds, everyone in radio knows why this is. Once a consumer turns 55, their value to advertisers plummets. A couple years ago I talked about my personal issue with the incredibly discounted value advertisers attribute to Adults 55+.
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Radio and retailers: Get ready to celebrate a very happy holiday season! The 2015 holiday spending forecast is out, and it is predicted that spending levels will be at the highest they’ve been in the past 14 years. A recent report shows that holiday spending in the U.S. will increase by three to four percent, as sales figures are expected to increase from $608 billion in 2014 to somewhere between $626 and $633 billion in 2015. While this growth may be a little lower than what was recorded last year, it is still well within the range of the growth rates recorded each year since 2012.
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It’s no secret that the radio industry is ready to rake in some extra cash as political advertising takes center stage. In fact, a projected $11.38 billion dollars will be spent on political advertising in 2016. Staying true to our commitment to the industry, we want to help you win.
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I figure I might as well lead with a headline that speaks for itself. It is true. Radio continues to be America’s #1 mobile mass reach medium.
However, let me not fool myself into thinking that one bold statement (in italics too) would be enough. As a radio research geek, I know that many people respond best to a visual representation of data. So I will keep this straightforward and simple in order for the message to be clear.
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Beginning in 2007, Arbitron (now Nielsen), rolled out PPM in nearly fifty major radio markets. Early on, we at Research Director, Inc. chronicled the impact on reported listening and were among the first to help our clients navigate these uncharted waters.
Arbitron actually conducted simultaneous Diary and PPM surveys in New York from September 20, 2007 through December 12, 2007. The published results showed that the average station had 27.6% lower P12+ AQH Persons reported by PPM than by Diary.
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Nielsen Answers has a wealth of information for clients and agencies. One thing that I always make sure to check out are the pre-survey bulletins.
Prior to every quarterly diary release and the 13 “monthly” PPM releases, Nielsen makes available a pre-survey bulletin. Some of it is run-of-the-mill stuff such as their total line reporting policy and a reminder to notify them of any station changes. More importantly, they outline changes that will take place during the survey or anything else out of the ordinary. I recommend that all Nielsen clients peruse these bulletins on a regular basis. They’re made available far enough in advance to provide time to make any necessary adjustments.
