August 13, 2019
Like many aspects of our industry, the popularity of podcasts has exploded. However, for many, it has been difficult for radio groups to effectively monetize this new audio outlet. One element is a fair and agreed upon currency. Do downloads convert to listeners, and when someone starts a podcast, how long do they listen?
Another issue has been who is listening. What do they consume based on a specific podcast or podcast genre? This second question is being answered by Nielsen and Scarborough.
August 6, 2019
Adults 25-54 is the most requested demographic group by radio advertisers. Besides the fact that 25-54 is not a demographic group, but a family reunion, why do so many advertisers request 25-54? In a single word – habit. Choosing Adults 25-54 allows advertisers more selection of stations and it therefore gives them tremendous price advantage.
July 23, 2019
I live in a small, college town. With apologies to John Mellencamp, I was not born and raised in a small town. I lived – and programmed – in major markets. So, it has been an interesting transition listening to radio in this smaller market.
The dial is controlled by two big companies, but their approach could not be more different. As a listener, I find it fascinating.
July 9, 2019
As Scarborough expands to more medium-sized markets, there are many new users of qualitative research. It does not matter if you are using Scarborough, The Media Audit, or other qualitative tools. The question always arises: which should I use, cume rating or cume composition?
There is no wrong answer to this basic question.
June 13, 2019
Most rookie sales reps learn right away that stations are selected by how well they perform in the advertiser’s target demo. Whether it is 18-34 for the latest movie premiere, or 25-54 for the new car dealer, stations are often selected by how they price within the designated demo.