First published on http://www.4-traders.com/
It’s final exam week for radio. The spring book is out, we’re at the end of 2Q and here comes summer. Did you make honor roll or end up on double secret probation? Does your cluster have teamwork or turrets?
Last week, at the New Jersey Broadcasters convention in Atlantic City I had a follow up conversation with Nielsen SVP Farshad Family. The strength of the Nielsen brand now including Audio Delivery is extremely beneficial. What might also add to radio’s impact: 1) List the broad 6a-12m Mon/Sun 6+ or 12+ share for all stations in all markets. Compare apples to apples to inspire more sponsors to jump back on radio’s bandwagon and more stations subscribe to Nielsen for the total package. IMHO, listing markets with results for only a couple of competitors doesn’t show credibility for comparison. 2) Package zip code runs for smaller stations. Even without full metro signals, every station has a story about their audience and another reason to buy radio. 3). Naturally, the old rules still apply: Non-subscribers can’t sell the numbers (same as when the complete Arbitron books were easily accessible). These suggestions just might brighten the spotlight on radio while adding reach and results to deliver more business, more ways, more often.
Observations from the Top 40 Nielsen Markets include trends, market tastes, cluster coordination, holes and overkill for “Formats: Hot & Not.” Is there any new programming to rescue big signals? Who’s making best use of Class A’s, AMs, HD and rim shots? Are listeners too young or too old to listen, spend and vote? And, maybe “less is more” when it comes to profit and size as medium and small markets are reporting more success than some of the majors.