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Using Radio’s Geographic Strengths This Election Year
(By Marc Greenspan) With political dollars being many broadcasters’ make-or-break category for the end of this year and into the next, it has become obvious that the role of geography is a game changer.
Are Sales Demographics Really Important?
(By Marc Greenspan) Many stations are penalized if even a portion of its audience is outside of the 25-54 demographic. As most of the people reading this already recognize, we need to convey the value of consumers who are not 25-54.
Shout It From The Roof: Radio is Still a REACH Medium
(By Marc Greenspan) We all know that radio is a Reach and Frequency medium. When was the last time you bragged about radio’s strength in REACHING target consumers? Do you shy away from the advertiser who says “I don’t buy radio”?
Do You Have Enough Frequency in Your Campaign?
(By Marc Greenspan) We all know that radio is a great medium for reach, yet it’s also perfect for building FREQUENCY. Stations with high Time Spent Listening (TSL), or Average Weekly Time Exposed (AWTE) depending on the market, typically grow frequency faster than stations with low TSL/AWTE.
If Radio Went Away Tomorrow, Would Gen Z Miss Us?
(By Marc Greenspan) According to a recent study conducted by Katz Radio Group, the average time an adult 18 years or older has had a favorite radio station is 18 years. Can you guess what the timeframe is for Adults 18-34, aka Gen Z and Millennials?
Showcasing Your Market
(By Marc Greenspan) Most of the aspects of profiling your listeners can be applied to analyzing your market via the “market totals” at the bottom of most reports from your audience data software - helping show the Power of Radio in your market.
Profiling Your Listeners – Part II
(By Marc Greenspan) In our last article, we focused on quantitative data. In other words, the “how many” aspects of your audience. Today we will focus on the qualitative aspects that help us document the “quality” of your audience.
Profiling Your Listeners – Part I
(By Marc Greenspan) New data is available every month in PPM markets. Depending on the market size, diary data is released two, four, or twelve times per year. So how do you determine what to consider in profiling your listeners?
Knowing Nielsen: Panel Change and Audience Change
(By Marc Greenspan) This is another screed about sampling. No, I’m not going to go on about how Nielsen needs to add more panelists in PPM markets. There is no way on Earth that radio will pay for this.
Top 5 Hottest Ad Categories For Prospecting In 2023
(By Marc Greenspan) How are you pacing to end 2023? Need some hot categories for prospecting business to finish your year strong? At Research Director, Inc., we watch the trends and can share some insights we are seeing at this time.
Our Print Magazine: Radio Ink
With Lou Paskalis
Radio's Top 20 Leaders
Information Or Transformation?
