Tuesday, January 4, 2022
Westwood One Blog: Strategies for Successfully Advertising in Local Radio. This week’s CUMULUS MEDIA | Westwood One Audio Active Group blog outlines what it calls “five strategies to help build a successful local audio plan.” Stating that due to the “shift of TV audiences to advertising-free video platforms, local advertisers are turning to audio to build their brands and drive sales,” the Audio Active Group proposes the
following: 1) Allocate the budget to align with how people use audio: A well-balanced audio campaign puts 63% of the budget into over-the-air AM/FM radio and 11% into AM/FM radio streaming. 26% of the budget goes to a combination of pureplay streaming and podcasts; 2) Determine the monthly campaign objective (minimum, maintenance, high impact, or launch/grand opening) and budget accordingly: To determine the monthly budget, multiply the market cost per point against the GRP levels. In a market with a $10 cost per point, the minimum monthly campaign would be $2,000. The grand opening campaign would be $5,000 per month; 3) Align impressions and media weight with listening by time period to get the largest possible campaign reach: Per Nielsen, 60% of AM/FM radio listening occurs outside of morning and afternoon drive. Spread media weight across all days and dayparts. About a quarter of media weight should run in middays. Place 20% of the budget respectively into weekends, mornings, and afternoons. 8% goes to nights and 5% to overnights; 4) Find the right audience with AM/FM radio programming formats: While the audience composition of TV shows can vary widely, AM/FM radio station programming formats are very cohesive, appealing to the same audience around the clock. Find the AM/FM radio programming formats that match your target using either median age, total reach, gender skew, presence of children, or household size; and 5) Based on the marketing objective, determine the weekly number of ads to run on a station from four types of schedules (very light, light, medium, or heavy): A very light station schedule reaches one-third of a station’s audience an average of 1.4 times. A light schedule reaches half of a station’s audience two times. A medium schedule reaches two-thirds of a station’s audience three times. A heavy schedule reaches 78% of a station’s audience 4.3 times. See more
here.
CES 2022: 5G, 4 Wheels, 3Days. This year’s show wraps a day early, on Thursday, “as an additional safety measure” and COVID concern has scared-off major exhibitors and what
TALKERS contributor
Holland Cooke estimates is “less than half of 2020’s 170,000-some.” But he says “there’s still lots to see (if not touch)” and that he is “among longtime attendees who appreciate the elbow room.” Read more
here.
TALKERS News Notes. After 12 years of leadership under Gordon Smith, the National Association of Broadcasters has a new president and CEO as Curtis LeGeyt
assumed the role on January 1. NAB Joint Board of Directors chairman
David Santrella (CEO of
Salem Media Group) says, “The broadcasting community is extremely grateful to Gordon for his many years of service as an influential advocate for our industry. We are excited to now have Curtis at the helm to guide the organization into its next chapter. He is a proven leader and skilled fighter on behalf of broadcasters, and we are thrilled to have him serve as our voice in Washington and around the world.”…..Later this month,
Newsweek will build on its in-depth coverage of the British Royal Family with a new podcast. “Royal Report” will be hosted by Newsweek’s British royal correspondent
Jack Royston and American culture critic, royal watcher and author
Kristen Meinzer. New episodes will appear every two weeks and will provide American royal watchers with fresh reporting and analysis of the House of Windsor.
USA Radio’s Brad Bernards Passes. Sad news from USA Radio Networks as the organization reports that USA Radio night and weekend anchorman Brad Bernards has
died. USA Radio COO
Janet Porter Bro says Bernards was a key component of USA’s quality broadcast team. He was a school teacher in the Valentine, Texas school district who launched an internet radio station to cover local news in Presidio County, teaching the broadcast business to student interns. Bro adds, “It has been a very trying four months for the USA Radio Networks family. We lost CEO
Fred Weinberg in September and long-term Christian interest news anchor
John Clemens last month.”
COVID-19, January 6 Investigation, Trump Family Subpoenas, Filibuster-Voting Rights Battle, Epstein Fallout, Holmes Verdict, and Southeastern Snow Storm Among Top News/Talk Stories Yesterday (1/3). The fast-spreading Omicron variant and battles over school attendance policies; the investigation into the January 6 Capitol attack; the New York attorney general subpoenas Donald Trump Jr. and Ivanka Trump in the investigation into the Trump Organization; Senate Democrats threaten to change floor rules regarding the filibuster if it doesn’t take up voting rights legislation; Prince Andrew’s battle with U.S. courts over his relationship with Jeffery Epstein and Virginia Giuffre; Elizabeth Holmes is found guilty of three of 11 charges in the Theranos case; and the Southeastern U.S. is pounded by rare snow storms were some of the most-talked-about stories on news/talk radio yesterday, according to ongoing research from TALKERS magazine.
Tags: advertising-free, AM/FM radio, Brad Bernards, CES 2022, COVID, Cumulus Media, Curtis Legeyt, David Santrella, Gordon Smith, Holland Cooke, Jack Royston, Janet Porter Bro, Kristen Meinzer, local advertisers, local audio, National Association of Broadcasters, news/talk radio, Newsweek, podcasts, Salem Media Group, streaming, Talkers Magazine, USA Radio, video platforms, Westwood One
Category: Front Page News, Industry News