July 22, 2021
As I talk to sales managers, it’s almost a uniform cry: “Business is returning – the only thing holding up the rebound is a lack of auto dollars.” This is true for understandable reasons.
All you have to do is drive by any car lot and see the lack of cars available. The recent microchip shortage, combined with a recovering economy, has resulted in car dealers selling out their fleet with little to no marketing. This is the case for most brands. So why advertise?
There are several important reasons why car dealers need to continue advertising.
Read More…
July 1, 2021
The beauty of the PPM ratings system is that it can accurately – and quickly – record listener behavior. We see that year after year during the Christmas holiday. We see it in markets where a major sports franchise goes to the World Series or the Super Bowl. We saw it over the last year as listeners stopped commuting.
There is also a level of consistency in these numbers. A person can be in the panel for up to two years. Sometimes, even longer.
Of course, sample size remains an issue. However, this is not something you or this blog can solve today. What you (and we) can do is get to know the panel.
Read More…
June 22, 2021
I just had the privilege of speaking at a conference with over 400 broadcasters. Standing on the stage viewing a roomful of people amazed me. Who would have thought just a few months ago that this would ever occur again? This was not the “new normal.” This was normal.
Last week, the May 2021 PPM data was released. This survey period covered April 29 to May 26. By casual observation I noticed that market listening in the May survey increased.
Read More…
June 15, 2021
As The Ratings Experts, we wallow in data every day. We crunch the numbers to help our clients understand what happened to their station in a particular survey. The emphasis here is on the “what.”
A recent article in the Wall Street Journal discussed the problem with big data. Not that it isn’t valuable. Every industry needs to understand how it is evolving. Deciphering consumer behavior is crucial to tailoring a product or service to keep up with what customers need and want.
Read More…
June 3, 2021
In business today, companies pay dearly to learn about their customers. Understanding their consumer base is a tremendous selling point for most digital sales teams.
Most radio stations used to maintain a database of listeners, contest players, or fans of the format. These days, programming teams are stretched so thin and many stations no longer actively maintain their listener databases. I’m shocked when I have a conversation with a PD and they say, “Yep, I know it’s important, but I just don’t have the time.”
I would contend that, in this age of digital data, a listener database is more important than ever before. There are several reasons for this…
Read More…
As I talk to sales managers, it’s almost a uniform cry: “Business is returning – the only thing holding up the rebound is a lack of auto dollars.” This is true for understandable reasons.
