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When most operators look at their business, they come to the conclusion, “It’s nothing that more revenue won’t solve.” True enough, sustained growth of revenue can alleviate many business problems. However, most broadcasters look at their present revenue and come to the conclusion that flat is the new up. It appears that this is even truer in the major markets.
So why is this?
The Holy Grail statistic of a station’s ratings is Average Quarter Hour (AQH). For programming it determines how much of the radio listening pie you have carved out for yourself. For sales it determines how much they can charge for that listening slice. The challenge for all is to increase that AQH number as much as possible.
Hispanics are the largest ethnic group in the U.S. and they have more than $1 trillion in spending power. Where is this spending going? Many of these consumers are reaching for beer in social environments or at the end of a long day at work.
Yes, we still better care. Radio still has major opportunity. Each year brings new opportunity mainly because every year brings open enrollment. With this second enrollment quickly approaching, the goal is for 13 million U.S. residents to have coverage at the end of the second enrollment period.
According to a recent Holiday sales forecast, the minority consumer will take the lead in Holiday 2014 spending. With the economy on the road to recovery, minority consumers will increase their holiday purchases more than the general population this year, and will be the key to enhanced seasonal spending.
