Tag: "TSL"
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.)
The Podcast Consumer 2016
By Holland Cooke
Media Consultant
BLOCK ISLAND, RI — On yesterday’s webinar, Edison Research VP Tom Webster surmised, “It’s safe at this point to call podcasting ‘mainstream media.’”
It’s always puzzled me how talk radio demonizes that term, while sales reps have been telling prospects that their stations ARE mainstream. What advertiser wants to utilize FRINGE media?
Admittedly, when I started attending podcasting conventions a dozen years ago, the medium did seem, shall we say, unconventional. Not any more, according to data culled from the ongoing Edison/Triton “Infinite Dial” research series, and Edison’s “Share of Ear”™ studies, which Webster presented.
The Infinite Dial 2014
Holland Cooke
TALKERS Contributor
Media Consultant
BLOCK ISLAND, R.I. — It was like telling the punch line at the beginning of the joke, when Edison Research VP/Strategy & Marketing Tom Webster began a well-attended webinar: “It’s hard to overstate the impact of the smartphone on the American consumer.”
“The Infinite Dial 2014” is #22 in an ongoing series researching consumer adoption of digital media. As Webster and Mike Agovino — COO of Triton Digital, which sponsored the study – narrated their presentation, they had plenty of good news for radio broadcasters. But the undeniable headline was that those who merely feed audio to transmitters aren’t fishing where the fish are swimming to.
Among data presented, based on a just-released survey of 2023 Americans P12+:
61% of Americans – an estimated 160 million — now own a smartphone. That’s 500% growth in 5 years. Eight-in-ten P18-34.
Your Station Promos: “Blah, blah, blah?”
By Holland Cooke
Radio Consultant
BLOCK ISLAND, RI — Nothing we say about the station on-air adds listeners, because the only people who hear promos are already listening.
The goal of on-air promotion is to add Time Spent Listening (TSL) by existing cume — specifically adding additional occasions of listening — with messages which suggest why-and-when to come-back-for what-promos-promise.
Baseball Stations: PLAN NOW
for Spring Training
By Holland Cooke
News/Talk/Sports Radio Consultant
BLOCK ISLAND, RI — With 2013 expense budgets now in umpteenth revision, this reminder: Be there or be square.
After all the sub-freezing days and nights that chill much of the USA this time of the year – and various off-season trades and free agent signings – The Boys of Summer will be a welcome sound come March.
Yet too few baseball stations establish a presence at their teams’ spring training camps. Smart baseball stations are cheerleaders, and really smart baseball stations start cheering a month before opening day, when every team is in 1st place.
Five reasons this has value:
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Arbitron Client Conference: Format Facts and Forecasts
By Holland Cooke
Radio Consultant
ANNAPOLIS — Now THIS is worth a meeting. If your station is an Arbitron subscriber, you should download, devour, and discuss the just-released “Radio Today 2012,” an uncanny mash-up of Scarborough consumer profiles and Arbitron audience data. What you will read about people-who-listen-to your format really fleshes-out the folks you want as heavy listeners, and will send you in specific directions to seem relevant and relatable and habit-forming to ’em.
And that’s all I’m allowed to say! Because this information is THAT valuable! Read the legal hear-ye-hear-ye at arbitron.com, and you’ll understand that I’m not being coy. But I can share some useful headlines from the Executive Summary Arbitron has released, which follow.
Crystal Ball for Brand Managers
By Chris Miller
Chris Miller Digital
SHAKER HEIGHTS — Saga Communications made the news this past Wednesday when they anointed their program directors as “brand managers.” Saga’s executive vice president, Steve Goldstein, issued a memo that you read in RadioInfo. It read, in part, “We’ve been thinking about how successful programmers are morphing their skills to become proficient at not just managing the on-air product, but the overall brand. And conversely, it has exposed the vulnerability of program directors who are not learning and growing as we become more digital.”
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