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Tag: "TSL"

Monday Memo: Say What?

| February 4, 2019

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — “Sucks” sucks.  Ditto “pissed-off,” and “friggin’” and “effen.”

Why: Protective soccer mom is her family’s Secretary of The Treasury, driving the car your advertisers want to see pull into the parking lot as a result of being on your air.  She might actually use these words when young ears aren’t around.  But when they’re in the minivan, you’re committing TSL suicide using language Mom doesn’t want kiddos to parrot.

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Radio’s Biggest Star: Baseball

| March 27, 2017

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.)

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The Podcast Consumer 2016

| May 27, 2016

By Holland Cooke
Media Consultant

Holland Cookewebster, tomBLOCK 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?

edison-logo-300x137Admittedly, 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.

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The Infinite Dial 2014

| March 6, 2014

Holland Cooke
TALKERS Contributor
Media Consultant

 

cookewriterBLOCK 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.

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Your Station Promos: “Blah, blah, blah?”

| May 6, 2013

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.

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