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The recent announcement of the partnership between LeadsRx and WideOrbit is a potential game-changer for radio.
The digital revolution in marketing has created a need for instant gratification with advertisers. Google Analytics, click-through rates, traffic sources, and other data sources have left radio advertising behind the curve.
Recently we have been hearing about Procter & Gamble’s investment in radio advertising. Since making some initial ad buys, P&G’s use of radio has exploded.
Much, if not all, of this revenue has consisted of network buys. While that helps various networks, the revenue rarely trickles down to the local stations. It will not impact the billing and commission of most local station sales reps.
However, P&G’s radio expenditures can help a local sales rep boost their billing with new clients, especially those who have not previously taken advantage of the power of radio advertising.
HOW YOU MAY ASK?
While the term “normal” seems unsuitable, broadcasters need to figure out how to succeed with whatever comes next.
As lifestyles change yet again, there is a massive opportunity for programmers to grab higher shares for their station.
Over the last several months, because of lifestyle changes, radio listening has shifted. Across many markets, weekend listening has returned at a faster rate than weekday listening. This offers great opportunities for both programmers and sales people.
Cost per point (CPP) often dictates radio’s transactional business and even some non-transactional business. Unfortunately, some advertisers (and buyers) use CPP as their primary decision of where to place their advertising. To them, the cheaper it is, the better the value.
While this has always been a short-sighted decision, it is even less wise now. COVID-19 has led Nielsen Audio to report lower rating points for most radio stations, especially in the larger markets. While this is a temporary setback, our industry is over-dependent on CPP for pricing. There are several reasons for this …
