Posts in "Hot Topics"
October 25, 2012
Filed Under: Hot Topics
We get it. It’s obvious that we have to compete with many other Radio stations in our perspective market. But, what happens when you’re told, “I’ve been advertising on television or with newspaper and it works for me.” “It’s Radio or television, prove why Radio.” “I’ve decided to cut my budget on Radio in half, and put more on television/newspaper.” I’m sure you have heard this often. And, of course we can provide them with the fact that Radio reaches more people in your market than other mediums and that it’s more cost effective. But, why not take it a step further by showing the loyalty of Radio listeners when it comes to an advertiser’s products or services. Expressing the power of Radio with the use of quintiles might be one of the most underutilized ways of expressing the overall strength and loyalty of Radio’s listeners.
Read More…
October 18, 2012
Filed Under: Hot Topics
Start by asking, “What’s the real difference between 25-54 and 35-64 year-old consumers?”
Answer: Both groups share the 35-54 year-old segments, which leaves the difference of the 25-34 and 55-64 age cells.
Read More…
October 11, 2012
Filed Under: Hot Topics
Since the world’s first successful radio broadcast on Christmas Eve, 1906, the industry has evolved into one of the most popular forms of media outlets consumers turn to. Radio’s consumer base has a loyal and emotional one-on-one relationship with their favorite station and its personalities. It is a place where consumers can go to make an effective connection with their community. It is a trustworthy and reliable medium. In short, Radio is free to its users; it is everywhere; and it is a very diverse and flexible medium with a format for consumers of all ages, races, and educational and financial backgrounds.
Read More…
October 4, 2012
Filed Under: Hot Topics
When a radio station is pitching an advertiser for business, they need to demonstrate that they understand who the advertiser’s consumers are, what drives their purchase, and how their station best reaches them. Qualitative information helps to better understand an advertiser’s customer and demonstrate the power of the station to reach them. With qualitative research, you can profile an advertiser’s customer in great detail – learn where and how often they shop, what they’ve bought, what they plan to buy, and much much more. With competition among media increasing daily, qualitative helps you go beyond the standard age/sex demographics and set radio stations apart from one another.
Read More…
September 25, 2012
Filed Under: Hot Topics
The fastest growing segment of the advertising pie is lumped into a category we now call “digital.” According to the latest report from the Internet Advertising Bureau and PWC U.S., “Internet” advertising revenues alone were $8.4 billion for the first quarter of 2012. That was a 15% increase over the first quarter of 2011.
Many different media want to increase their slice of this large and growing revenue pie. The question is, who has the advantage in this relatively new advertising space?
Read More…
September 19, 2012
Filed Under: Hot Topics
Just about every time a new ratings book is released, your audience shares change. Most PDs ask the simple question: WHY? It doesn’t matter whether you’re in a diary or PPM market, there are four possible reasons your Arbitron audience estimates change.
Read More…
September 11, 2012
Filed Under: Hot Topics
Last week we talked about how a “vital few” can contribute more than their fair share to a given outcome. The same can be said for radio, with First Preference listeners contributing a disproportionately large share of the average station’s time spent listening.
Read More…
September 5, 2012
Filed Under: Hot Topics
Ever heard of Pareto’s Principle? Also known as the 80-20 Rule, it explains the uneven distribution seen so many places in life. Speaking in generalities, 80% of the effects come from 20% of the causes. That divides things into the “vital few” and the “trivial many.”
Read More…
August 30, 2012
Filed Under: Hot Topics
***UPDATE – October 19, 2012: Arbitron announced that the final release of TAPSCAN Web 11 is scheduled for Saturday, October 20. This will replace the current version (TAPSCAN 10.8); however, you will still have access to your saved schedules from 10.8 and older versions. Arbitron is offering live and on-demand training for TAPSCAN Web 11 through their website to help you with this transition. Our team of experts at Research Director, Inc. would also be happy to assist you with the new software.***
Read More…
August 15, 2012
Filed Under: Hot Topics
Sales and programming teams sometimes speak different languages. The sales team wants higher ratings, while the programming team wants bigger shares. However, ratings and shares don’t always rise and fall in sync with each other.
Read More…