Tag: "Media Audit"

Thursday, February 2, 2012

| February 2, 2012

Overnight: The Underexploited Daypart.  Consultant Walter Sabo suggests more talk radio operators should take advantage of the overnight daypart – the one it wins by default.  Citing a Media Audit report indicating talk radio has the largest overnight audience, Sabo contends that – contrary to conventional wisdom – there is money to be made there and other opportunities on which to capitalize.  Read his exclusive TALKERS article here.

 

Can Radio Afford to be Rated Accurately?  That’s really the question that should be asked as Arbitron loses accreditation for five PPM markets.  The Media Rating Council is informing Arbitron, Inc. that accreditation for the Portable People Meter in five markets – Cleveland; Portland, Oregon; Riverside-San Bernardino; Salt Lake City-Ogden-Provo; and Tampa-St. Petersburg-Clearwater – is being withdrawn.  The MRC says its board of directors “reached this decision upon consideration of a recommendation from an MRC audit committee based on its review of the 2011 Arbitron PPM service audit results, which showed certain issues related to internal controls of the service and declines in service performance metrics.”  Arbitron EVP, service innovation and chief research officer Gregg Lindner says, “Consistent with our long-standing priorities, we will work to retain accreditation where we have it, to regain accreditation where it was withdrawn and to achieve accreditation in our remaining PPM markets.  As always, we will continue our work with the MRC in order to address their concerns.”  Arbitron says it intends to have all 48 PPM markets undergo MRC audits this year.  Currently, nine markets remain accredited: Atlanta, Cincinnati, Houston (DMA), Kansas City, Milwaukee-Racine, Minneapolis-St. Paul, Philadelphia, Phoenix, and St. Louis.  Although details remain vague, TALKERS suspects the problem faced by Arbitron in getting PPM off and running comes down to sample size – a two-fold challenge at this point.  First: To get enough radio listeners to participate in the program and follow it diligently while busy and distracted; second, to expend the money required to have enough units and participants per market needed to achieve statistical accuracy – an investment that ultimately falls on the back of the financially strapped radio business.

CBS Radio Alters WINS, New York Top-of-the Hour Slogan.  Some observers will call it a win for Merlin Media CEO Randy Michaels who challenged CBS Radio’s use of the “New York’s One and Only News Station” for all-news WINS.  After a back-and-forth of letters from lawyers regarding station slogans and positioning statements in which CBS Radio first asked Merlin to stop using a permutation of its “Give us 22 minutes and we’ll give you the world” slogan, it seems both sides may be moving forward with the business of doing news.  That’s probably best since we’re assuming neither desire to spend more on lawyers than necessary.  TALKERS legal editor Steven J.J. Weisman says each side could have made a case.  Weisman says CBS could reasonably argue that Merlin was infringing upon its trademark and Merlin could make a good argument that CBS’ use of the “one and only” phrase regarding its all-news radio product violated the Lanham Act (false advertising) in light of WEMP-FM’s existence.

Radio Pros Lee Abrams and Steve Saslow Plan Reinvention of TV News.  Radio programming legend Lee Abrams and marketing and network radio pro Steve Saslow are teaming up with attorney Brandon Davis to form THINK TeleVisual Network, Inc.  In a statement, the trio say they will “elevate the television news playbook into the digital age with a radical reinvention of the way news and information is produced and delivered.”  THINK states its programming will be “designed to present one unified televisual news experience across every device category.   It represents a profound rewriting of the news/information blueprint where a completely new style of presentation will merge with the magic of 21st century technology and modern American culture.”  Lee Abrams says, “News and information is what is steering our 21st century America, the equivalent of what rock ‘n roll was forty years ago.  THINK will merge this passion for information, knowledge and insight with the revolution in technology to create an interactive multi-media experience that will redefine how people are informed and enlightened.”  Initially funded by the three principals, the venture is currently going through another round of fundraising in collaboration with the Boston-based investment firm Kaufman & Company.

Clear Channel’s KFBK Celebrates 90 Years of Serving Sacramento.  News/Talk KFBK-AM/FM, Sacramento is celebrating 90 years on the air serving the people of the region.  As part of the commemoration, the station is unveiling an online museum “that will showcase and honor the station’s rich and storied history.  The museum will include audio clips, photos and videos that will transport listeners back in time to relive KFBK’s evolution.”  Other events throughout the day include Premiere Networks superstar  Rush Limbaugh joining KFBK morning news anchors Amy Lewis and Ed Crane live at 8:00 am where Limbaugh will reminisce about his time at KFBK.  At 11:00 am, station staff will open a time capsule left by a past generation of KFBK employees and longtime KFBK talk host Tom Sullivan – now syndicated by Fox News Radio but still heard on the station – joining Kitty O’Neal during the KFBK Afternoon News to commemorate the occasion.  VP/market manager Jeff Holden states, “The celebration today is recognition and confirmation that the commitment of the employees – past, present and future – is exactly what Sacramentans, at each point in time over the past 90 years, have so welcomingly accepted into their lives.  I couldn’t be more proud to be part of such an illustrious and valuable asset to the region and a part of the team that is making history.”

Clear Channel Quad Cities AM Duo Moves to News/Talk WOC; Piped to WMT, Cedar Rapids.  Morning show hosts Mark Manuel and Steve Ketelaar have been hosting the morning drive show on Clear Channel Media and Entertainment’s oldies KUUL-FM, East Moline, Illinois for the past four years.  Beginning February 20, the duo moves across the hall to handle the morning show on the cluster’s news/talk WOC, Davenport and will be simulcast at CC’s Cedar Rapids news/talker WMT.  They’ll replace WOC program director Dan Kennedy as morning host.  Kennedy stays in his PD post and will remain on the program as news anchor.  Kirk Marske will produce the WOC morning show.  According to the Quad City Times, WMT will provide its own news anchor during news cutaways. Clear Channel Davenport operations manager Jim O’Hara tells the paper, “A big thing with us over the past year with Clear Channel in general has been making the best use of our strongest people, our strongest programs.  As I’ve thought about that over the last several months, it dawned on me that WOC is one radio station that needs more help, more people.”

Florida Primary Aftermath, Facebook IPO and Earnings Report, U.S. Afghanistan Combat Withdrawl Plan, and Syrian Violence Among Top News/Talk Stories Yesterday (2/1).  The aftermath of Mitt Romney’s victory in the Florida primary, the announcement of a pending Facebook IPO and its first public earnings report, plans for an end to the U.S. combat mission in Afghanistan and ongoing violence in Syria were some of the most-talked-about stories on news/talk radio yesterday according to ongoing research from TALKERS.

Overnight: The Underexploited Daypart

| February 2, 2012

By Walter Sabo
President
Sabo Media

NEW YORK — Overnights is the default win for talk radio.  Every format has a default time period when its format is used for  entertainment and functionality.  For example, Lite ACs excel in middays because they provide ambient sound for businesses.  Oldies are strong on weekends when people have parties and want to escape from weekday troubles.

The Media Audit reports that 8.2 million people regularly listen to the radio between the hours of 12:00 midnight and 5:00 am.  Talk radio has the biggest overnight audience — reaching 2.7 million people — followed by news/talk with 1.7 million.  CHR is the leading music format (and third overall) with 1.5 million overnight listeners, followed by sports (1.1 million).

Nearly one-third of 12:00 midnight to 5:00 am listeners (31.8%) are between the ages of 18 and 34 and nearly half are between the ages of 18 and 44.  The survey of 104,127 respondents finds more than one-third of night owls are single, which gives them more free time for leisure activities and a higher disposable income.

These listeners are students, third-shift workers like doctors and nurses, and people walking babies.  They are alone.  It’s quiet and they seek the companionship of a voice on the radio.

A live, local talk show will always be the #1 show in the city — often having more actual listeners than the same station has in morning drive.  30- and 40-shares have not been unusual.

Talk Radio’s “Big Game”

Live, local talk radio is largely a victim of the illusion of economies and cost cutting.  The statistics released this week by Media Audit are not new.  An Arbitron Run at any point in history would show the enormous appeal of local, all-night shows.  But the worthless, slimy idiots who are supposed to study numbers for companies and make objective recommendations imagine that since overnight brings in little revenue, all costs could be cut.  They fail to factor in the cross-promotion value for audience building and the introductory pricing that is appealing to new advertising.  Cutting local, all-night shows is cutting out the “Super Bowl” of talk radio — the audience and revenue feeder to the rest of the station.

Since all-night local, live talk has a default audience of people of all ages who need companionship, it brings in discreet cume to the stations.  That cume can be drawn to other dayparts.  All-night listeners represent an attentive, engaged cume that moves product off the shelf.

The keys to making money with all-night talk radio are a host who loves to read live copy and a sales person who believes in the daypart.  All nights — 1/4 of the broadcast day — will deliver results for any retailer because 100% of the audience is listening without distraction.  The voice and the listener, one-on-one; the most powerful communications dynamic in media.  Radio under the pillow.  Earplugs in the silent dormitory.  Glowing dial in the dash as the neon goes by.  The best medium.

Read responses to Walter’s piece from readers in our Letters section.

Walter Sabo can be reached at Walter@sabomedia.com or 646-456-1000.

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