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“All animals are equal, but some animals are more equal than others.”
― George Orwell, Animal Farm
Is every pair of ears worth the same amount to every advertiser? The answer is no. Certain audiences are worth substantially more to a given advertiser, depending on the age, sex, race/ethnicity, or geographical makeup of the audience and how well that audience matches the consumers looking for a particular product or service.
And now there’s more data. From time to time, we all need to take a closer look at our Scarborough data, and now you will find that the smoking category has been opened up to provide more information on the smoking habits of your listeners, including how much and how often they smoke, as well as how many times they have tried to quit.
This added information provides tremendous opportunities for revenue growth, especially with the recent healthcare changes.
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.
