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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.
Most rookie sales reps learn right away that stations are selected by how well they perform in the advertiser’s target demo. Whether it is 18-34 for the latest movie premiere, or 25-54 for the new car dealer, stations are often selected by how they price within the designated demo.
I have a 0.4 rating.
So does my competitor.
So do four other radio stations.
Clearly all six of the radio stations are equal – or at least on the ranker. So how does the overworked media buyer/advertiser decide which station to select? The easy answer is the one who comes in the cheapest or delivers the most “extra value.” Competing on price or adding a boatload of ineffective and costly added value is not the answer.
In a matter of months, Nielsen is planning to deliver monthly ratings reports – known as Continuous Diary Measurement (CDM) – to the four-book per year diary markets. These monthly reports will be considered “currency.” Nielsen is positioning this as a positive step towards aiding in enhancing radio’s relevance to the advertising community. Nielsen believes that having more frequent currency data is a plus for these markets and can result in new advertising dollars.
