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Propensity? Likelihood? Index? What does all of this mean and how can I use it in selling my station? Now that you are a pro at using Target Persons and % of Target (see last week’s blog), let’s focus on Index. Index is the third main term we use in selling with qualitative data and can be used with both local direct and agency accounts.
Ever wonder which qualitative estimate is best to use in selling? Well, we will answer that question in the next two articles in our educational Back to Basics series. We’ve covered the basic terms for quantitative data (which refers to how many or quantity), so now we will shift gears to review basic qualitative terms. This refers to the quality – or characteristics – of a consumer group.
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…
