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Hot Topics

Hot Topics

Hot Ad Categories for 2021

February 2, 2021

BIA Advisory Services tracks and predicts advertising revenue on a nationwide and local market basis. They forecast ad expenditure by advertising category. In a recent interview for Forbes.com, Rick Ducey, Managing Director of BIA, outlined how ad expenditure will change in 2021.

This is a critical comparison, because for most reading this, 2020 was a miserable year. COVID caused massive shutdowns in retail, entertainment, travel, and restaurants. Is 2021 going to be a rebound year for advertising expenditure? Much of this depends on your definition of rebound.

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The Radio Recovery

January 25, 2021

We sit in a somewhat unique position that allows us to peek under the hood of radio stations in PPM markets across the country. As we work with our clients to help increase both revenue and ratings we are seeing the formation of some notable trends.

There is no doubt that the nationwide lockdown in the middle of the March survey resulted in a negative effect on radio listening. This effect bottomed out in the April book and has since then shown gradual improvement. The emphasis is on the word gradual, as radio’s recovery has resembled the Nike swoosh rather than a “V.”

Specifically, here are some trends we are seeing …

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Weight Weight … Tell Me!

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.

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Radio Salespeople Have a New Tool to Help Their Advertisers … and Themselves

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.

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The More Things Change …

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.

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