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Filed Under: Hot Topics
On November 1, 2013 at 9:30am, radio listening habits were drastically altered. Having just wrapped things up with our October PPM clients, I tuned in to “Mike and Mike in the Morning” on ESPN radio. As I passively listened to the show, a specific topic caught my interest. So, I decided to write a joke concerning the topic. Minutes later, Mike Greenberg read my comment on air and the studio broke out in laughter.
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According to Insideradio, ESPN Radio Network’s streaming attracted 2.5 billion total listening minutes in the second quarter, thus representing an increase of 31% over the last year. ESPN Senior Director for Digital Audio Strategy, Patrick Polking, attributes the positive growth to the increased presence of streaming services and podcasts throughout the internet, which concurrently helps drive listeners to ESPN’s streams. As he puts it, “more visibility for streaming lifts all boats.”
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In 1981, Charlie Sislen was working at WWDC-FM, and his program director gave him the best insight ever. She said, “I don’t care how many people are listening to my radio station, all I care about is how many diarykeepers think they are listening to my station.” Program Directors have always strived to game the system to increase ratings without breaking the rules.
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A recent study showed that the human attention span lasts a mere 8.25 seconds. Only 8.25 seconds in 2015? Absolutely, a large drop compared to 2000 when the average human attention span was 12 seconds. That means that a human being’s attention span is now less than a goldfish’s attention span (which is 9 seconds). So does your advertisement on the radio have the vigor to give a roundhouse kick to someone’s attention span? (Source: www.statisticbrain.com/attention-span-statistics)
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There are numerous elements to radio sales. Much of it comes down to the quality of the schedule. What is a quality schedule? The first element is delivery and pricing. That means GRPs and CPP – how many rating points you are going to deliver and at what cost. However, a thorough schedule evaluation does not stop there. For advertising to work, a proper balance of reach and frequency must be achieved.
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It has been about ten years since Arbitron, now Nielsen, started their transition from a diary-based survey to PPM in the larger markets. The premise was easy to understand; if your ears can hear it, then the meter will pick it up. That worked well in 2007 when most listening was to a station’s broadcast signal and through speakers.
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As long as I have been in radio, I have heard the comparison of radio inventory with airline seats. Just like empty seats on a plane that has taken off, the value of a radio spot that goes unsold is zero. There is no way to regain that inventory once the plane has taken off or the stop set has run.
Let’s take the opportunity to learn from the airline industry. How are they adjusting their sales strategy?
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There has been a recent explosion of conversations regarding programmatic selling for the transaction of radio advertising. Recently at the Radio Ink ConVergence conference, we saw a demonstration of Marketron’s prototype for programmatic selling.
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It has always been interesting to see just how little information sales people have about what makes a top sales performer. If asked, most sales people would say that they are the best at what they do. Many would say that the key to their success is their persistence or great time management skills. Although these skills are important to one’s sales success, it has little to do with what separates top producers from mediocre producers. When looking at salespeople from various industries, the top five skills and behavior patterns that top producers possessed were identified.
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When Bobby McFerrin’s #1 song, “Don’t Worry, Be Happy,” hit the airwaves in 1988, it is doubtful that he was thinking about the medium that was playing his tune. But perhaps he should have been. A 2011 study – Media and the Mood of the Nation – conducted by Sparkler Research in the U.K., concluded that “listening to the radio makes people happier than watching TV or surfing the Internet.”
So why is this?
