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Michelob? Truly an ad campaign from the pre-craft beer era. More importantly, weekends were made for radio listening. Last week, Fred Jacobs published a blog pertaining to this subject. He focused on the programming aspects of this, shall we say, neglected day part. We are going to focus on the data (we are The Ratings Experts, after all).
Do you have unsold inventory on the weekends? Do you add this inventory to current ad campaigns as “added value”? If so, it’s time to show the value of this audience and stop giving it away for free. We can show you how….
How often have you heard an advertiser say, “I am buying your competitor and already reach your audience”? Do you have a good response to this objection?
Last month, we focused on how to read and use a Duplication Grid report. This month, we walk you through the Duplication Analysis report. This report will help you show the value of including your station on the buy.
It is a fact of ratings science that there are 100 shares available in every market. However, not all shares are created equal. Your station’s AQH share is a reflection of how many people are actually listening to radio. The term, for PPM markets, is PUMM (Persons Using Measured Media). In diary markets, it’s PUR (Persons Using Radio).
For as long as I can remember, the holy grail of radio demographics has been 25-54. The cynics among us have often said this is a family reunion, not a homogenous group of people. To put this in contemporary terms, a 25-year-old is a digital native while a 54-year-old is a digital immigrant.
