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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?
As we discussed last time, you need to make sure you understand the fundamentals of AQH before devising a strategy to build ratings. Two things impact your AQH: cume (how many people come to your radio station) and time spent listening (how long they listen).
Today’s post addresses the second component of AQH…
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.
If there was an easy way to boost your ratings, every station would be doing it (duh). That said, start by making sure you understand the fundamentals of your Average Quarter-Hour audience. Two things impact your AQH: cume (how many people come to your radio station) and time spent listening (how long they listen). To grow your AQH, you need to either have more people come to your radio station, or get those who are already listening to stay tuned longer.
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?
