Tag: "Time Spent Listening"

Say WHAT? Arbitron and advertisers will punish you if you don’t choose your words carefully

| September 18, 2012

By Holland Cooke
Radio Consultant

BLOCK ISLAND, RI — At the risk of validating the worst consultant stereotype, here’s a whole list of don’t-say-this-don’t-say-that.  And the first one’s big…

Please don’t say “PISSED OFF.”

Why?  Picture the listeners your advertisers want to meet the most: parents with children living at home, retail super-consumers.  Sure, soccer mom and her mister might talk to each other differently when the children aren’t listening.  But when kiddos are in the car, potty mouth like “PISSED-OFF” is an AQH-killer.  Instant tune-out, stimulus-response.

As for potty mouth generally, you’ll never get hurt erring on the side of prudence.  Why say “ASS,” when “KEESTER” or “BEE-HIND” makes the same point, and sounds more memorable?  If you’re in a diary market, ratings are a memory test.  If you’re in a PPM market, awareness drives use.  So, either way, being thought-of as R-rated will cost you what Arbitron calls Occasions of Listening and Time Spent Listening.

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