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Digital pure plays have been coming after radio’s lunch money for quite some time. Recently it appeared that Spotify has upped the ante. Under their “Spotify Advertising” banner, they posted the following: “Podcasts vs. radio: What’s the difference for advertisers?”
Fred Jacobs recently wrote a blog called “Playing the PPM Game.” The gist of the article was that radio has suffered by playing to the meter.
In general terms, we agree with his point that playing to the meters – and not your audience – is not the best strategy. But what about the other side of the coin?
Wait a minute! What? I can’t do this? They are separate radio stations so why can’t I add the cumes together to get a cluster total?
This is the most common misuse of audience estimates that I have come across during my tenure in the industry. It’s easy to think we can add cume across stations, yet it’s not that simple…
We’re not launching some tinfoil hat conspiracy theory. It’s a legitimate question.
Nielsen’s services are ever evolving. This is a good thing. It is also vital that you are up to date with all of these changes. While we never advocate playing the “ratings game,” you do need to be fully aware of the rules of engagement.
Radio has struggled to convey the benefits of a radio campaign in a simple manner. Reach, frequency, GRPs, and CPP can be very confusing … and what does all this really mean for the advertiser? How can we simplify Radio’s benefits for an advertiser? This is where Gross Impressions can be advantageous.
