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The census is coming! Officially, we begin counting ourselves on April 1, 2020. This is an important event for our country but holds particular significance for radio.
Why? Besides the fact that we are federally licensed to serve our communities and the results of the census directly affects those communities of license? Yea, that. But the census will also have an impact on the two pillars of the radio industry – ratings and revenue.
Like many aspects of our industry, the popularity of podcasts has exploded. However, for many, it has been difficult for radio groups to effectively monetize this new audio outlet. One element is a fair and agreed upon currency. Do downloads convert to listeners, and when someone starts a podcast, how long do they listen?
Another issue has been who is listening. What do they consume based on a specific podcast or podcast genre? This second question is being answered by Nielsen and Scarborough.
Adults 25-54 is the most requested demographic group by radio advertisers. Besides the fact that 25-54 is not a demographic group, but a family reunion, why do so many advertisers request 25-54? In a single word – habit. Choosing Adults 25-54 allows advertisers more selection of stations and it therefore gives them tremendous price advantage.
I live in a small, college town. With apologies to John Mellencamp, I was not born and raised in a small town. I lived – and programmed – in major markets. So, it has been an interesting transition listening to radio in this smaller market.
The dial is controlled by two big companies, but their approach could not be more different. As a listener, I find it fascinating.
As Scarborough expands to more medium-sized markets, there are many new users of qualitative research. It does not matter if you are using Scarborough, The Media Audit, or other qualitative tools. The question always arises: which should I use, cume rating or cume composition?
There is no wrong answer to this basic question.
