January 5, 2021
A perennial concern of Nielsen subscribers is whether the company is delivering quality research. We at Research Director, Inc. continually track not only Nielsen’s total sample, but also how well the make-up of the sample represents each unique radio market. Several different metrics exist to help our clients understand how well the sample represents the overall population.
December 21, 2020
A recently released study from CUMULUS MEDIA/Westwood One and the RAB will prove to be an invaluable resource for radio salespeople. It will allow advertisers to determine the appropriate spot level needed to achieve their specific campaign goals. In most cases, it documents that the client should actually increase their spending on a radio station. This could be perceived as a ploy to pry more budget out of an advertiser. We strongly suggest that these findings be positioned as insight. This data will help you assist your clients to place more effective campaigns with better results. And in turn, that enhances your credibility.
December 17, 2020
As any sports coach will tell you, the key to winning on a consistent basis is to master the fundamentals. Take baseball. Advanced analytics have introduced spin rate, launch angle, and WAR to the game. But, at its core, it is still about hitting the cutoff man, getting strike one, and moving the runner over.
This analogy holds true for radio, as well.
December 8, 2020
After an election, both parties, including the winning party, perform an assessment of what went right and what went wrong. What can be done better in the next election cycle? This is commonly known as an election post-mortem.
Now that the 2020 election is mostly over, our industry should also ask these questions:
- How did we do?
- What did we do right?
- What could we have done better?
December 1, 2020
A complaint I get from general managers on a very regular basis is, “I cannot find quality sales people.” Great ratings are nearly worthless unless you have the sales team to convert them into revenue. As the saying goes, “you can’t sell what you can’t cover.”
So what do you do when you cannot find experienced sales people who know how to convert data into dollars? Find good people and TRAIN THEM!!!!!!!