Tag: "occasions of listening"
Say WHAT? Arbitron and advertisers will punish you if you don’t choose your words carefully
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.
21st Century Swap Shop
By Holland Cooke
Radio Consultant
BLOCK ISLAND, RI — You can tell a lot about a news/talk station from its weekend programming…or lack thereof.
If you’re affiliated with a couple of the biggest syndicated shows, you’ve already relinquished 6 hours of beach-front real estate to crammed-down re-runs that radio is naive enough to call “Best of…”
Arbitron diary comments I read and focus group comments I wince-through affirm that “Best of” fools nobody; and sends the dangerous message that nobody’s home. But you may have no choice. So at least make-the-most-of weekend hours you CAN control.
