Category: Advertising

nielsenoopsbig
06/16

Radio Ratings are in a Heap of Trouble

If you can't trust the Nielsen ratings in America's largest radio market, then where can you trust them? A few days ago, Nielsen delayed the release of May ratings for Los Angeles when "inconsistencies" resulted in the need for more "quality control reviews." Since then, the problem has only deepened. From the LA Times: Nielsen has been attempting to verify that individuals who participated in its sample audience panel were truly independent and did not have ties to any radio stations or radio personalities that were being measured. The ratings agency said Wednesday that it needed to … [Read more...]

magnetmoney
05/26

Can Digital Revenue “Make Up” Lost Traditional Radio Revenue?

Are you wasting your time nursing digital pennies and dimes when the "big money" is in the dollars that flow to your coffers from traditional agencies buying traditional radio in traditional ways? "Yes." At least, that's the opinion of one radio industry analyst, whose solution is to double-down on traditional revenue and the ratings methodology which feeds its ecosystem. Better content, sold better - that's his answer. While I agree and routinely argue that radio professionals spend way too much time trying to sell what they have and way too little time trying to have what's worth … [Read more...]

too-many-ads
03/12

Hey Pandora, Watch That Commercial Load

There's this myth out there that its the personalization that provides the primary motivation to use Pandora: The limitless allure of choice and variety. But I don't think so. I think it's much more about the comparatively clutter-free environment. That is, fewer spots. The "variety" argument: Everywhere we turn, it's clear that consumers favor hits. Even when he was onstage with me at hivio, the audio future festival last year, Pandora CTO Tom Conrad acknowledged that there is an equilibrium on each channel - that increasing "variety" past a certain point only invites consumers to … [Read more...]

2014newyear
01/05

Predictions for Radio in 2014

Tom Taylor offered up some questions for radio to ponder in 2014. I thought I'd take this opportunity to answer them: 1. Connected car - friend or foe? Both - and neither. The connected car doesn't care about you, radio. It cares only about the consumers on the buying end of the auto transaction and, of course, the automakers on the manufacturing end. Radio will be of value in the connected car in direct proportion to the value radio brands provide to consumers. In a world crowded with choices, consumers will embrace them and even seek them out. Without doubt, this will come at the … [Read more...]

advertising
12/18

How Radio can Compete Against Facebook

Dear Radio Brands: Are your clients including Facebook as an important part of their media strategy - not just as an inexpensive way to reach and connect with fans but as a place to spend ad dollars which might otherwise go to radio? Recent changes to Facebook's algorithm mean that a smaller-than-ever fraction of fans will see the content your clients post in their newsfeeds. The consequences of this are huge and are summarized in an excellent piece in Business2Community. As of now, only the brand's most engaged fans - the folks who interact with a publisher's posts - will get those … [Read more...]

listentochristmas
10/21

And Pandora’s Newest Client is…Radio!

Today in two conversations two separate radio stations told me how they were promoting their brand using Pandora. Yes, you heard that right. One is a Christian non-com that is pitching its Christmas programming in season - just click right through to the station! This is an incredibly elegant and (in hindsight) obvious tactic to meet the music-loving audience where they are for a unique programming proposition that's only a click away. A targeted message that, this station reports, produced more than adequate ROI. And, I might add, possibly a no-brainer for any station flipping to … [Read more...]

drowningman
10/17

28 Minutes of Commercials per Hour – on a Music Station?

So there’s this medium-sized market unmeasured by Arbitron/Nielsen. And what does a broadcaster do when the ratings company doesn’t provide the disciplining force of audience feedback? Well, here they lard up the station with an unconscionable volume of commercials, that’s what! One Hot AC in this market even features the extraordinary listener benefit (I assume that’s what they call it) of 28 minutes of spots in the hour – in middays! No, I am absolutely not kidding. So what does this mean? Many of us may not like ratings, but we have ratings to thank for saving listeners from … [Read more...]

lovethatradio
10/03

Are There Too Many Commercials on the Radio? Nope!

A friend told me how radio broadcasters at a recent conference emphasized the importance of minimizing commercial interruptions in online radio streams without mentioning the proverbial elephant in the room: What about the far worse ad clutter on good, old-fashioned terrestrial radio? Does the logic of minimizing spots in one place mean spots should, for the same reasons, be minimized in every place? Here’s my answer (and this may shock you): No. Three reasons: 1. Practical Reality On a purely practical basis, there is no way the radio industry is going to significantly trim … [Read more...]

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