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Filed Under: Hot Topics
It’s nice to change our focus for a while from the murky waters of the current political election cycle to the, ahem, murky waters that face the Olympic athletes in Rio de Janeiro. But hopefully, radio stations across the country – particularly those with a sports format – geared up for their share of the gold in terms of ad dollars.
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Society today seems to be centered around one generation, Millennials. Because of the internet, Millennials have more power than any generation before them. Without ever leaving the house, they can dictate trends, consume media, make their voice heard around the world, and even create media. Whether or not Millennials are actually making a difference, society thinks they have the capability to and thus they are the demographic everyone wants to reach. And the way to reach this generation? Social media.
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One thing that remains true to this day is the power Radio can have when present and engaged in what is occurring in and around our communities. With the recent tragic events taking place across our country, whether human or weather-related, the people need to hear from their local officials, police chiefs, community leaders, RADIO PERSONALITIES, etc. Listeners also need to hear from those directly affected so their stories can be heard and understood. This open dialogue, when done with respect, integrity, and compassion, can lead to a better understanding. It can also hopefully lead to what one can do as a concerned community resident. That can range from how can I help those in need, how can we hold those accountable, where am I going to get clean water, how can I get help for my displaced family, to how can I keep my children/family safe.
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Westwood One put together an 18 page presentation that was designed to help the radio industry understand the relationship between the perceived and actual audience size of AM/FM radio and streaming services. On page 17 of the presentation, the conclusion page, it states that “The radio industry needs to do a better job of telling our story.”
Filed Under: Hot Topics
As divided as opinions over candidates may be, as raucous as the sound bites may get – there is still something Americans can agree on during this election cycle – radio is the clear winner for getting your political message to the voters who count.
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In the two and a half years since Nielsen took over Arbitron, they have released numerous studies and papers highlighting the strength of radio and its value to both listeners and advertisers. At the same time, industry leaders, such as Pierre Bouvard at Westwood One, have compiled effective slide decks about the value of radio. I commend their openness to share these decks with the industry. We at Research Director, Inc. have armed our clients with similar ammunition demonstrating why radio remains a vibrant form of audio entertainment and a desirable option for advertisers.
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According to the InsideRadio article, “Inside Story: Music Only One Key To Urban Contemporary Rise,” in the summer of 2015, the Urban Contemporary format broke records for listening when the format peaked with a 3.7 share of the 6+ audience. The gains that the Urban Contemporary format experienced were not exclusive to the 6+ demo as the format experienced growth in the 25-54 demo as well. In the 25-54 demo, the growth was consistent throughout the 2016 calendar year, starting with a 4.2 in January to a 4.4 in March. According to the March 2016 National PPM Format Trends, Urban Contemporary finished fourth overall behind Top 40, Country, and Hot AC.
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For years we all have heard about the media buyer who just wants to get the buy off of their desk. They look at a ranker and get proposals from the top ten stations, and end up buying those five that come in with the lowest CPP. Format does not matter, nor does what the station means to the community. Most damaging is the failure to consider if these stations’ listeners are right for this particular account.
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The 2016 All Access Worldwide Radio Summit was packed with some of the industry’s most recognized names and top talent.
During one particular session, Entercom’s Pat Paxton directed an important question towards his panel. Immediately following, the room filled with a sense of built-up frustration and pessimism.
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Yesterday I presented our latest industry webinar, “Radio and Pureplays: Keeping the Ad Dollars that Belong to Us.” Take a look at some of the highlights and see what you can use to your advantage.
