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Cable advertising has always had a unique competitive advantage in the marketplace. It has the targetability (geographic and psychographic) of radio, with the pictures of television. It was also a low cost provider. This made it difficult to compete.
For decades, radio had nearly a monopoly on entertainment in your car. It was one of the few diversions that still let you drive safely. In recent years, this dominant position has been challenged by other audio forces like Sirius/XM and the Pureplays. Still, most studies show that traditional radio continues to dominate auto entertainment.
AQH is made up of two components, Cume and TSL. And TSL is also made up of two components, occasions and durations. An occasion of listening is one tune-in. Duration measures how long the listener stays tuned in.
Plenty of Nielsen research has shown that durations are pretty steady across stations and formats. Programmers should instead focus on increasing occasions.
Increasing occasions is all about recycling – bringing listeners back time and again to garner more TSL.
The old adage “a face for radio” doesn’t seem to stand the test of time in a competitive industry that now demands more from its on-air talent. What was once a blind conversation with your daily host is now a multidimensional relationship where you can interact with your fave personalities in a variety of ways.
Advertisers are convinced they need a digital campaign. All that many care about, including some of the largest advertisers, is getting the right eyeballs to see their ad as cheaply as possible. On the surface this seems to make sense. The solution is programmatic buying, which is presently being led by Google AdSense.
A recent Washington Post article proved that the devil is in the details. Many major and sophisticated advertisers, including Macy’s and IBM, went the route of programmatic advertising. The consequences of this decision had a negative outcome.
