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THE MOST TRUSTED NEWS IN RADIO
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Radio’s latest trick—stretching TV ad dollars. A radio industry looking to grab a larger share of advertising budgets now has a new arrow in its research quiver. The latest findings from comScore’s Project Blueprint show a nearly 20% jump in unduplicated reach when an aggregated radio audience is combined with TV network viewership, which means radio is arguably a TV ad’s hottest weapon. The May 2014 study, based on CBS Television Network and CBS Radio station numbers, looked at total monthly reach among the advertiser-preferred demo of 18-49-year-olds. It was presented for the first time at last month’s ARF conference in New York. For CBS, radio’s increased reach was 19.7% over live-plus-seven-day time-shifted TV viewing. The study does not include online radio listening. “Radio’s audience contribution is significant,” said Jane Clarke, CEO & managing director at the Coalition for Innovative Media Measurement (CIMM), which worked with comScore on the study. “Sometimes people tend to overlook it in the rush to TV and digital.” David Poltrack, chief research officer at CBS, added that the latest Blueprint findings “demonstrate that the ability of radio to build on top of a TV base is quite substantial.” He noted that the research replicated findings from a study CBS conducted with Nielsen in five markets in 2013. Both studies demonstrate the additive power of combining media buys for major advertising campaigns. They’re intended to gives advertisers using marketing mix models a basis to accurately account for how local television and radio together contribute to driving sales. Earlier research has shown that heavy radio listeners tend to be light TV viewers. Using the two media in tandem, an advertiser could reach from 84%-93% of all adults 18+ within a month, the 2013 Nielsen study showed.
As TV market fragments, radio seen as reach extender. New research from comScore demonstrating radio’s ability to increase a TV campaign’s reach by 20% couldn’t have come at a more opportune time. Advertisers are finding it increasingly difficult to reach 90% of a market with just TV, due to fragmentation of viewing across screens. “As that happened, advertisers have discovered that the way to get back up to the 90% is to supplement with radio,” CBS chief research officer David Poltrack said. “Radio can be very significant.” At the same time, radio’s ability to deliver messages close to the point of purchase – known in ad circles as recency – is taking on greater importance with marketers more focused than ever at delivering their message when and where consumers are buying. A large amount of radio listening occurs in the car, providing a way for marketers to deliver their branding at an ideal time—when consumers are potentially en route to the store or mall. The targeted nature of radio formats, its messaging flexibility and ability to integrate talent are also helping the medium, Poltrack said. “A lot of things that are being touted as features of digital advertising platforms already exist in radio with a significantly larger audience,” he said. “We are continually trying to remind people of that and we’re getting positive responses.” The cumulative effect of studies from
Senators Pressure Wheeler on Pirate Radio
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comScore, Nielsen and others are having an impact, Poltrack said. “National advertisers have moved from [viewing] radio as a low-cost medium to add frequency on top of TV to a more strategic use that broadens their reach.” Radio, he added, is “a universally listened-to medium,” with a larger reach than TV or digital.
How Project Blueprint measures radio’s unduplicated audience. The ability to identify the unique audience that radio brings to an integrated ad campaign is the result of an ambitious cross-platform measurement campaign initiated by comScore and the Coalition for Innovative Media Measurement (CIMM) in 2011. Project Blueprint aims to bring to the advertising table, for the first time, the exclusive or unduplicated audience delivered by individual medium. That’s significant because agencies are under increasing pressure to find the right media combinations to achieve client goals and to show what each media channel brings to the table. “If you’re going to sell a package to an advertiser that covers all those media, how can you show them the unduplicated reach that you’ve got,” says CIMM CEO Jane Clarke. Relying on so-called siloed measurement – or different ratings services for different media – means agencies typically estimate unduplicated reach based on some nebulous overlap factor. An agency that believes there is a 25% overlap between two media will often expect a 25% discount. “It’s really helpful to get this ability to de-duplicate and to then add in the incremental audience so you’re adding the incremental reach by going across platforms,” Clarke says. Project Blueprint is able to report unduplicated audience estimates by using a hybrid of panel and census measurement. The panel numbers and demographic data come from Nielsen Audio PPM data, used by comScore to measure both radio and TV audiences. Census numbers come from TV set-top boxes, adding a larger volume of data. There’s also also a subset of the PPM panel that serves as a calibration panel, allowing for a single audience data source that can be de-duplicated.
New York Senators to Wheeler: ‘More needs to be done’ to wipe out pirate radio. New York’s U.S. Senators are putting pressure on FCC chairman Tom Wheeler to take stronger action to eliminate pirate radio operators. In a July 2nd letter to Wheeler, Chuck Schumer and Kirsten Gillibrand, both Democrats, say they’re “extremely concerned” about Wheeler’s proposal to close multiple FCC field offices across the county. While “pleased” with a June 9 settlement with the House Energy and Commerce Committee that will keep 15 of the 24 offices open, Schumer and Gillibrand say they remain concerned about “the adverse effects” of closing more than one third of total offices. That, they say, “threatens your ability as an enforcement agency to prevent radio disruptions,” which in New York, “can have major negative implications.” The letter echoes a warning expressed by 33 members of Congress from New York and New Jersey in a June 10 letter to Wheeler, petitioning the FCC to step up enforcement efforts. Both letters cite FCC stats which show there were 34 pirate radio stations operating in the New York City boroughs of Brooklyn and the Bronx alone in January. While recognizing FCC efforts to battle pirates, the Senators from New York say more needs to be done. “We believe that this starts with recognizing that the closure of field offices will not be helpful to the overall goal of preventing these disruptions and ensuring public safety,” the Senators write, urging Wheeler to “use all possible enforcement tools” against pirate operators.
Univision going public? IPO, yes. Univision Holdings, the Hispanic America broadcasting leader, made its initial public offering last Thursday, at a time when Univision is performing extraordinarily well in traditional media such as radio and TV, along with online. Though its TV assets provide much of the company’s revenue, Univision’s 67 owned and operated radio stations constitute the largest Spanish-language chain in the nation, according to papers delivered to the SEC. Radio accounted for approximately 10%, or $290 million, of Univision’s $2.9 billion in revenues in 2014. The radio division includes Uforia, its digital music platform that features 65 stations and 20 million songs. Univision said its stations are “frequently” top ranked in its markets; the company runs stations in 16 of the top 25 DMAs in the U.S., covering about 75% of the U.S. Hispanic population. Its stations reach 15 million listeners on a weekly basis, it told the SEC. Univision’s announcement had been the object of quiet speculation on Wall Street in recent months. It was taken private in a $13.7 billion 2007 buyout by
Tom Wheeler
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Broadcasting Media Partners, a private equity investor group that included Madison Dearborn Partners, Providence Equity Partners, Thomas H. Lee Partners, TPG and Saban Capital Group, headed by Haim Saban. Rumors of late mentioned CBS and Time Warner kicking the tires on the company, which reportedly eyed a $20-billion buyout that never happened. Along with the company’s impressive radio assets, the TV division has seen its ratings soar in large cities, as English-language station channels have declined. Its online and mobile properties generate an average of 540 million views per month.
ESPN Deportes Radio’s Pan Am Games coverage will be positively Olympian. Whatever equipment ESPN loaded up for its past Pan Am Games coverage should pale in comparison to the convoy they’ll be bringing this time around. Starting with the July 10 Opening Ceremony in Toronto, ESPN Deportes Radio will be adding some play-by-play events to the schedule for the first time on its 47 affiliate stations, including all the men’s soccer and basketball match-ups, and select women’s games in the same sports. The live coverage will also include boxing, says Oscar Ramos, ESPN senior director, and previously, ESPN Deportes general manager for the radio and digital operations. This year, online audio and mobile app streaming will be on the same expanded schedule.“For athletes and individuals, this is very much like the Olympics,” Ramos says. ”It’s about the love of athletics and the love of flag.” Given the international Latino diaspora, that’s a lot of flags. “These games go beyond love of the games. The majority of our fans are displaced from their homelands, so these games really tug at their hearts,” adds Ramos. In addition to the live play-by-play, ESPN Deportes will fill up the rest of its daily coverage with features and vignettes about teams and athletes from several nations. The live broadcasts will be complemented by three multi-hour daily programming blocks dedicated to the Games along with “Pan Am Express,” an hourly update on the latest news and information happening in Toronto. In total, ESPN will broadcast over 500 hours from Toronto July 13-26.
Nielsen: On-demand music streaming nearly doubles. In another finding that validates how music consumption habits are changing, Nielsen reports on-demand music streaming leapt 92.4% in the first half of 2015. That amounts to some 135 billion songs streamed on-demand through audio and video platforms. The number refers only to music streamed on demand through such interactive services as AOL, Beats, Google Play, Rdio and Spotify. Not counted in the new metric are online radio services, like Pandora, iHeartRadio and broadcast radio streams. The new number represents an acceleration in streaming growth, which increased by 50% in the first half of 2014. Nielsen’s new metrics are part of an overall music industry report card. Total music consumption for the year, based on units consumed, was up 14% over last year. Included in that figure are albums plus track equivalent albums (where ten individual track downloads equal one album) and streaming equivalent albums (1,500 streams equal one album). Vinyl sales now comprise nearly 9% of physical album sales. Digital albums are virtually flat compared to last year, while digital tracks are down 10%. Apart from continued record-setting strength in vinyl LPs, which are up 38% to 5.6 million units, physical album sales are down 7%. Court sides with Emmis in shareholders appeal. In a 3-0 decision, the United States Court of Appeals for the 7th Circuit has affirmed the U.S. District Court’s decision in Emmis Communications’ favor in a lawsuit filed by preferred shareholders. The five shareholders had asked the Appeals Court to revive their lawsuit, which claimed Emmis used unlawful means to pass bylaw amendments that wiped out $34 million in dividends and other rights. The District Court judge ruled in favor of Emmis in March 2014, deciding that Emmis operated within its rights under Indiana law. Thursday’s Appeals Court decision upheld that ruling. “It has been a long road, but we are incredibly gratified that the 7th Circuit upheld Judge Barker’s ruling, and denied the arguments made by dissident preferred shareholders,” Emmis CEO Jeff Smulyan said in a statement. “We were always confident in our stance, and we are pleased the courts have agreed.”The case dates back to 2011 when then-financially troubled Emmis struck a deal to borrow $35 million from media mogul Sam Zell. The preferred stockholders didn’t sell their shares to Emmis then but many others did and the group alleged Emmis improperly used the shares it bought back. Rather than retiring them, as is often done in such cases, the shares were reissued into a newly created employee retention trust controlled by management, giving the company the two-thirds vote it sought.
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Concert App Puts Fans Front and Center.
This week, Inside Radio spotlights Summer Festivals and how stations are “#winning” with promotions to create successful mobile experiences for listeners and festival attendees alike. Originally published in the June 24, 2015 issue, we recap how Cox Media Group’s WBLI used their mobile app to focus specifically on their “BLI Summer Jam” to increase engagement...
A seat near the stage? A chance to meet your favorite performer? Any concert fan would be floored by having the chance to do that. Luckily, Long Island’s WBLI (106.1) has an app for that.
In an innovative promo on its mobile app, the Cox Media Group CHR made that happen for some lucky fans at its “BLI Summer Jam” at the Nikon at Jones Beach Theater.
Concertgoers who registered on the app could enter a contest to meet headliners Flo Rida, Carly Rae Jepsen and R5, and win upgrades from the nosebleeds to premium seats.
WBLI partnered with tech company Experience for the exclusive promotion. WBLI also featured exclusive backstage content from the show on the app.
Needless to say, the effort paid off. CMG says it “generated a significant spike” in app downloads, and it plans to expand its partnership with Experience along with its own Second Screen event app to other station events.
Concertgoers are the perfect target for such campaigns. According to a recent Nielsen report on music festival attendees, 82% have a mobile or smartphone, and 74% use it as their primary way to listen to music.
Who’s attending these festivals? On average, about 32 million people attend at least one festival each year, and 46% of those attendees are millennials aged 18-34, according to Nielsen.
By connecting with these phone-toting fans, WBLI found another way to extend its brand with the audience.
The effort dovetails with CMG’s overarching goal for its station apps to provide incentives to users. The best mobile efforts, according to CMG senior director, digital audience, Tim Clarke, gives users access to radio brands and content. “They enable access on devices they use most, and allow them to interact and engage in ways they want.”
Related Story HERE | Nielsen Report
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SALES LEADER/MANAGER — ST. AUGUSTINESuccessful cluster looking for a creative, street-smart sales leader/manager to grow our brand new station in St. Augustine, Florida.Flagler Broadcasting’s 5 stations service Daytona - Jacksonville.
We want to know all about you! Send resume and letter to: [email protected]
Flagler Broadcasting, LLC is an Equal Opportunity Employer
qual GM/SM - MINNESOTAGM/SM opening for Hubbard radio in northern Minnesota!
Hubbard Broadcasting, Inc. is looking for an energetic, motivated and creative manager to lead our three radio stations in Wadena, MN. As General Manager/Sales Manager you will oversee sales, marketing and operations of the Superstation K-106 KKWS-FM, KWAD-AM and KNSP-AM.
Hubbard Broadcasting recently acquired 16 radio stations in four northern Minnesota markets. The opportunity provides the best of both worlds—small market localism with major market resources.
We can’t wait to hear from you!Send a letter and resume to:
Dan Seeman at [email protected] Opportunity Employer.
RADIO ADVERTISING
SALES - PORTLAND OR
Oregon’s 2014 Radio Station of the Year, News Talk 860 KPAM, and sister station Sunny 1550, are seeking Portland’s next great
radio Account Executive.
If you know how to build long-term relationships with small to mid-size business owners, care about bringing results to
those businesses, and can do it without ratings, then KPAM and Sunny could be your next home. The successful candidate will be
motivated with high integrity and a strong desire to win and make a good living. Experience
in broadcast media sales is necessary.
KPAM and Sunny are two locally-owned radio stations
offering excellent benefits and above average compensation plans in an employee focused environment. We are an equal
opportunity employer.
Please send resume to our GSM:[email protected]
No phone calls please. E.O.E.
GENERAL MANAGER - MINNESOTA
1. Masterful at building relationships, and successful, loyal teams.
2. Good at managing all aspects of a broadcasting business including Programming, Sales, Marketing, Engineering, and Business Administration.
3. A demonstrated commitment to personal and staff growth.
4. Five years experience growing a market as an Operations Manager, GSM or GM.
Leighton Broadcasting is looking for a General Manager of our Winona, Minnesota market. We are looking for an ambitious individual to take charge of our new acquisition and take the Winona market to preeminence. Requirements:
5. Knowledge of FCC and other federal, state and local broadcasting regulations.
6. Desire to join a company where you create and manage a budget appropriate for the short, medium and long-term success of the Winona market within Leighton Broadcasting.
7. Desire to build a family, employee-owned company, reporting directly to the owner and Board of Directors.
To apply, send your resume to: [email protected]. Equal Opportunity Employer
