Tag: "P1"
Monday Memo: Welcome to the Spring Book
By Holland Cooke
Consultant
BLOCK ISLAND, RI — The Nielsen Audio spring survey begins Thursday, and this one matters a lot, because much of Christmas 2019 will be bought-from – and much of early 2020 will be planned-from – these numbers.
The Quickest Way to Move the Ratings Needle
Heaps of audience data demonstrate this: Get listeners who listen to your station most (so-called “First Preference” or “P1” users) to listen even more. Sounds like double-talk, but that’s the ballgame.
Radio’s Biggest Star: Baseball
By Holland Cooke
Media Consultant
BLOCK ISLAND, RI — Do the math. For 6 months when habitual listening dips as listeners vacation and otherwise alter their lives, baseball brings:
- long-TSL tune-in (“vertical maintenance” in ratings speak), to…
- 162 three+ hour shows (“horizontal maintenance”), by…
- people who otherwise might not cume the station, in…
- what would otherwise be fringe evening/late-night/weekend hours,
- many of which are suspenseful, and which are loaded with…
- inventory that sells-without-numbers.
And now that games are available elsewhere, affiliated AM/FM stations need to play defense to exploit the franchise. (Pictured at right is HC at his beloved Fenway Park.)
‘Make America Great Again’
By Holland Cooke
Media Consultant
BLOCK ISLAND, RI — How effective is Donald Trump’s slogan? It crystallized his shoot-from-the-hip spiel well enough that conservatives who were chanting “American Exceptionalism” a year ago now sound like they think we’re no longer great.
Mrs. Clinton’s messaging hasn’t been nearly as consistent or deft. A while back, her slogan-of-the-week was “Love Trumps Hate.” Huh? Lately, with Bernie Sanders out of the race, and to position against Trump’s nationalistic narrative, she’s settled on the less cryptic “Stronger Together.”
Arbitron Client Conference: Day 1
Time Spent Listening about…Time Spent Listening
by Holland Cooke
Radio Consultant
ANNAPOLIS — If the wistful Kenny G. Christmas music wafting through the hotel is nearly-drowned-out by the sound of 250 people typing, it can only be…Arbitron’s Client Conference.
This is an annual Who’s Who of radio Programming, and everyone here admits to the nerdy curiosity necessary to digest a two-day meeting about audience measurement. I do a half-dozen media conventions a year, and I always extract more “take-home pay” from this one than any other.
Here are my notes from day one. More here tomorrow, and more Monday.
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