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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.
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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.
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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.”
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***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.***
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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.
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At last month’s Morning Show Boot Camp, Arbitron presented a benchmark study on the top 25 successful morning shows according to PPM. You can see the full presentation here but we thought there were a few points worthy of your attention.
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Media buyers can be divided into two groups: Those who want to make quality buys at the lowest cost per point. And, those who want to buy at the lowest cost per point. It is our hope that making a quality buy should always be the buyer’s goal.
You have just received a Request for Proposal (RFP). So now where do you start? How are you going to show the value of your station(s) and have it/them stand above the rest?
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Charlie Sislen, President of Research Director, Inc., recently spoke at the annual conference of the New Jersey Broadcasters Association. His presentation was entitled “Radio: Alive and Kicking,” and was a review of the present state of radio listening in the United States.
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We have been impressed with the variety of impactful new sales materials that Arbitron has been adding to its website, demonstrating the power of radio. Have you seen these and added them to your arsenal of pro-radio stories?
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These days, an environmentally-conscious mentality has become the trend. This is a great opportunity for Radio, as our industry has been challenged to help our advertisers connect with the eco-friendly consumer, and to highlight radio’s tremendous ability to reach these individuals.
