Tag: research


Media Unplugged: Inside the Epic Battle for Media’s Future

Inside the Epic Battle for Media’s Future. And... How Amazon’s New Convenience Store Changes Everything. Plus, rants and raves on the newest blockchain star, Kodak (?), the "shocking" finding that women over 50 don't believe your ads, and more. It’s episode 78 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey. Listen as we go inside media to reveal the ugly truth! Click the play button below: And if you're reading this by email, click here for the audio. Sample and subscribe to Media Unplugged at iTunes. Or do the same at … [Read more...]


“Radio is Shrinking, Give the Advertisers What They Want”

Gordon Borrell has issued his latest report benchmarking local media's digital revenues, and it's another eye-opener. Here's my full conversation with Gordon about this report, the consequences for the radio industry, and what radio can learn from it. Part 1 publishes today, Part 2 tomorrow. What's the biggest way this report is different from your previous reports? I think after 15 years, basically, of doing these reports, you really either see a pattern or you're stupid. And the pattern is that the gorge between those who get it and those who don't. We see a gorge widening … [Read more...]


This Is How Long Your Podcast Should Be

At NAB, Rob Walch, VP at Libsyn (and a very smart guy) attempted to debunk the "myth" that shorter-length podcasts are more popular than long-form shows. And he did it by sharing Libsyn data indicating that "84% of podcasts with more than 100,000 downloads were more than 51 minutes long while just 9.9% were less than 30 minutes." By contrast, tons of largely attitudinal research has shown that listeners want shorter rather than longer shows, and the length of a show is one of the obstacles to its consumption. So what's the truth? And can you argue with actual data? Of course you … [Read more...]


6 Reasons Your Station Should Do Perceptual Research

Perceptual research is survey-based research designed to build your brand and position it in a crowded marketplace. It's strategic in nature, unlike the strictly tactical nature of music research (knowing the right songs to play is great, but if your formula is off-base or the brand is misaligned, don't expect that listeners will pay attention). Today, perceptual research for radio brands is more important than ever because the challenges for audience attention have never been greater. Here are 6 brief reasons why your radio station should do perceptual research: 1. Perceptual … [Read more...]


It’s Time For Radio To Make Spots Shorter

YouTube has announced that they will no longer support 30-second ads that viewers can't skip, starting 2018. No more. Nada. Zip. Why? A YouTube spokesman said... We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers. This change will not affect shorter ads - the 20-second videos and six-second bumpers will continue as before. But they are, by definition, shorter. Obviously, radio is no stranger to shorter … [Read more...]


The Secrets to Facebook Engagement for Radio

Now that Facebook is all but "pay for play," what's the best way for you to maximize your time and your investment on the platform as you build out your social media engagement for your radio brand? No longer is it worth wasting time posting for posting's sake. And no longer is money involved in Facebook advertising so small that it doesn't matter. So what should you do? And what shouldn't you do? Those are the questions tackled in a new report based on an analysis of data from 800 million Facebook posts made in 2016. The researchers examined the number of shares, likes, and … [Read more...]


Younger Audiences Hate Ads Even More Than You Do

According to a new global media habits study from Kantar Millward Brown, if you think your audience hates advertising now, just wait. It is about to get a lot worse. The study spanned 39 countries and 23,907 interviews, including populations representing Gen X (35–49), Gen Y (20–34) and Gen Z (16–19). According to the report: It’s particularly tricky to get Gen Z to engage, because they are highly discriminating and more averse to advertising in general. In the online space Gen Z are significantly more likely to skip ads, suggesting they have a lower threshold for boredom. They are also … [Read more...]


It’s Time to Drop Nielsen’s PPM

Aren't you tired of PPM yet? From Tom Taylor Now: How many PPMs does Nielsen allow in one household? Answer – up to 16. Does that sound large? One current in-tab household has 13 meters, and nine of them belong to people under the age of 17. Nielsen likes stability on the panel, and this particular household has been in the sample for quite a while. Imagine replacing them when they leave after as much as a two-year tenure. That will require placement into multiple households to achieve 13 new meter-carriers, and it costs Nielsen money. But a couple of stations in Nielsen markets aren’t … [Read more...]

* = required field

Dive Into The Blog