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In today’s modern PPM-encoded world, radio programmers can garner a lot of granular information on their listeners. However, one data point that eludes us is location. We can know if listening is “at home” or “away from home” but have lost the “at work” and “in car” distinctions.
How can we compensate for that missing insight?
Are you looking for new ways to prospect and pitch local business? Are you wondering how you will hit your sales goal?
The answer is Scarborough’s new data.
The world is hungry for content. This is especially true for radio stations. They need content to cascade out of the speakers, on every single social media platform, on the website, in podcasts, etc. The beast must constantly be fed.
Radio stations are also focused on being local. Getting a million views on a TikTok video is great for the ego, but does it boost the local brand? Is it what your fans really care about?
This year Christmas is a lot different. I’m not talking about the pandemic or supply chain issues. In a normal year, the onslaught of Christmas music on the radio affects two PPM surveys – December and Holiday.
However, Nielsen adjusted the schedule this year so the recently-released or soon-to-be-released (depending on your market) November book began later than normal. The survey ran from 10/14 through 11/10. In many markets across the country, the flip to all Saint Nick began during the first 10 days of November. That means that weeks three and four will be affected by those format changes.
Furthermore, that means, for this season, the stain of Christmas music will affect three surveys. The entire December book will be blanketed by the haunting melodies of Burl Ives, while about half of the holiday book will be similarly affected.
What does this mean for broadcasters?
It seems like an easy question, but are you sure you have the right answer?
Without being overly dramatic (OK, maybe a little), the future of your radio station and our industry might depend on what you say.
