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Now that we know that Nielsen will implement the new three-minute guidelines with the January 2025 survey, we can start thinking about the consequences. We already know AQH will rise at both the station and market level. We also know this will be primarily driven by increased AWTE (TSL for the veterans).
As you are likely discussing the possibilities within your station/cluster, here are a few things to watch out for.
As you read this, at least one station in your market has made the flip to All Frosty, All the Time. One could argue that making the switch during the November survey is a bit too early. We have seen mixed results for stations that decide that ten weeks of holiday tuneage is just what the market ordered.
Ron Harrell writes a weekly column for Barrett Media. It is insightful, observational, and well worth your time. Recently he opined about getting your music right and eliminating bad songs. Of course, he is right. Getting the music right is a fundamental tenet of any well-programmed radio station. I’m going to pivot on this and say that picking the right music for your format is the easiest task any programmer faces. Read More…
What should clients look forward to from Research Director? What new things does RDI have to offer?
Marc: At Research Director we will continue to provide an excellent customer experience. We recognize that our clients are very busy and have limited time, so we are finding more efficient ways to deliver our customized services. We have expanded our client services team and have started using communication tools like Loom to provide a more personalized experience while making the most efficient use of our clients’ valuable time. Another new development we’re excited about is our Power Precision Marketing services, which takes the concept of micro targeting and delivers it to clients in a comprehensive and impactful manner.
Nicole: We are always looking at innovative solutions to meet our clients’ needs. Our new Loom video feature allows you to hear and see your CS consultant as they walk you through their observations of the materials that are available to you via email and C-Spots. This feature streamlines your experience, making it easier to navigate sales tools and materials, helping you get the most out of every resource.
What are you seeing in the Radio industry that has you talking?
Marc: Radio remains a powerful reach medium and we love working with the salespeople who are out there telling this story. Every station has an audience that can help certain advertisers increase their sales. The addition of digital offerings combined with broadcast spot schedules is providing effective multimedia campaigns and helping keep radio relevant. We just recently launched our “Power of…” approach to media. Leaning into the Power of Radio, we’re discovering a lot of advertisers are looking at which media is better, but we’re finding it’s not which medium is better, it’s how do we combine mediums to get the maximum impact.
Nicole: Radio stations are undergoing a digital transformation, integrating platforms like streaming and podcasts to reach broader audiences and adapt to changing listening habits. Podcasting is on the rise, with stations exploring new content to engage listeners through on-demand audio. There’s also a strong focus on diversity and inclusion in both programming and staffing, aiming to better represent various communities.
Why does the campaign “The Power of” mean so much to RDI?
Marc: As I said before, Radio remains a powerful reach medium. The actual story about the Power of Radio is so much better than the prevailing perception of Radio. The data supports the story. We just need to do a better job making sure the story is told. That is what is behind our Power of Radio initiative. Let’s work together to tell the story.
Nicole: The Power of Radio campaign is not just a promotional effort; it serves as a strategic initiative that aligns with RDI’s mission of revealing and promoting radio’s genuine impact. This focus supports our clients in leveraging the Power of Radio.
From your positions as CEO and COO, what are you trying to accomplish at RDI?
Marc: As CEO, I oversee a team of experts that love working with our clients to meet the challenges they face on a daily basis. Our secret sauce is excellent client service. We tell our clients what we are going to do, then we do it. Those that deal with vendors know that is a rare commodity in today’s business world. I’m super proud of our team for their dedication to helping our clients succeed. Our dedicated Client Services Consultants are second to none.
Nicole: Through innovative research methods, we enhance the efficiency and effectiveness of our projects, delivering more insightful results. In my role as COO, I ensure our team is focused on client satisfaction, driving us to consistently exceed expectations and ensuring high retention by providing exceptional, results-driven research.
What opportunities should RDI’s clients be looking for?
Marc: We always talk about trying to “grow the pie” of radio advertisers. We will be working together with our clients to identify opportunities for creating new local/direct radio advertisers in their markets.
Nicole: The opportunity to market relevant content amongst collaborators. The idea that they can jump onto our “Power of…” initiative to boost their own content to their clients/audience to magnify that. If those of us who are radio advocates work together to magnify our content and emphasis, we will have a greater impact on advertisers understanding the power of radio.
What do you expect in 2025 for both RDI and your clients?
Marc: Nielsen is in the process of implementing a significant change that will affect the quantitative ratings. This will impact almost every station. We are working with our clients to tell the story so the advertising rates track with the ratings growth. We will also work closely with our clients to help position radio and digital together. Research shows that advertisers don’t want to work with multiple media partners. Integrated campaigns are the best practice, and radio is well positioned to become partners with their advertisers to meet their advertising goals by offering multimedia campaigns.
Nicole: For RDI, there will be an increased focus on innovation as we develop new products andservices to stay competitive and meet evolving customer needs. For our clients, we anticipate a growing demand for digital solutions, with businesses seeking tools and platforms to enhance their operations, improve customer engagement, and boost marketing efforts.
As you prepare to carve your pumpkins, The Ratings Experts from RESEARCH DIRECTOR, INC. – in cooperation with the algorithmic shape-shifters from XTRENDS – are ready to slice and dice another round of the OCTOBER survey. Which stations reaped ratings gold and which ones turned into pumpkins? This book ran from SEPTEMBER 12TH through OCTOBER 9TH. There were no big holidays to contend with, football was in full swing, and schedules had settled into more familiar patterns. Prepare your favorite pumpkin-spiced concoction and play along with us.
