Research Director has launched a new tool called the Opportunity Factor, which the company says will help programmers grow ratings by targeting geographic areas. Based on Research Director’s Hot Zip Report, the Opportunity Factor identifies zip codes important to a station’s format but that the station may not be converting to a high share of listening.
Marc Greenspan, a partner at Research Director, says, “this new concept will help radio stations quickly and easily identify zip codes with the best opportunity to grow their audience.”
“In a matter of minutes, a programmer can pinpoint where they need to focus their marketing, send their street teams, or have a promotion. It is all about fishing where the fish are,” said Steve Allan, Programming Research Consultant for Research Director.