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When the idea of product placement comes to mind, we often think of television or the movies. Perhaps we picture the massive red Coca-Cola glasses conveniently placed in front of each judge on American Idol, or the famous ‘Junior Mints’ episode of Seinfeld. Whatever it may be, the value of product placement, endorsed or not, is flooding the media scene, and it’s not limited to video.
A recently published study by Nielsen, in partnership with ESSENCE, reminds us why it is crucial to ask the often overlooked advertising question: Is this culturally relevant?
Picture this. You’re on your way home from work. Or you’re taking your child to soccer practice. Or you got a HAWT date. And, life is great until you enter your car and you hear “that sound.”
Quick! Who’s your favorite DJ? What’s your favorite radio station?
That wasn’t difficult, was it? And it really doesn’t matter if you listen to your favorite radio station in the car, at work, or at home, nor does it matter if you listen on your computer, your iPhone, or your car tuner. The point is, you’ve got your “dial” preset to quickly access your favorite music, talk show, or DJ.
A recent Jacobs Media blog addressed a situation that is occurring at radio stations around the country. Many stations are hitting their ratings goals, but missing their sales goals.
Unquestionably, a strong ratings position can have a positive impact on sales. If it didn’t, broadcasters would not focus so much on growing their ratings. However, a station, no matter how strong their ratings are, cannot rely on just ratings and rank.
