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Posts in Radio Advertising

04
Oct
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Who’s Really Listening?

posted on October 4, 2017 / IN Advertising / Media Buying / Media Planning / Radio Advertising / 0 Comments

You can tell a lot about a person by the radio station they choose to listen to. At least that’s what us marketers count on.  Marketers and media planners base their decision on where to buy ads on data compiled by research companies like Nielsen, Kantar Media, and Scarborough. For radio, Arbitron is the go-to source. The company uses surveys and wearable portable people meters to collect listener data for local and network radio and TV audiences . This is also the information used to gather radio station ratings. Their annual reports include fascinating insights into what people listen to, …

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11
May
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Does anyone remember the Sony Walkman? It was a portable device for listening to cassette tapes on-the-go. The Walkman would eventually be replaced by the CD player, which was replaced by the mP3 player and the iconic, iPod. Technology evolves and the way we listen to music changes.  These days our music player of choice has become our mobile devices.  Research from The NPD Group’s “Audio Consumption Study” found more than half of smartphone users, 56%, use it to listen to music. Sixty-two percent say they use their devices for music more compared with last year. So what does this mean …

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23
Mar
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In an industry as competitive as marketing and advertising, agencies must continue to find way to get the job done for our clients. That job is not easy particularly when most Americans are exposed to 5,000 marketing messages on average each day and your job as a marketer is to figure out how to get noticed among those 5,000.  It seems even more daunting if you are marketing online where adults say they ignore 82% of the ads they see on their computers, tablets, and smartphone screens. What is a marketer to do? That is one reason marketers must continue to be …

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16
Mar
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Who says you can’t buy time? We media buyers certainly don’t. Buying time is a big component of our business. In media buying it’s known as dayparting. Dayparts are one way to buy radio and TV advertising and its rates are largely determined by who is tuning in and at what times in the day.  In radio, mornings have the largest audience. On television, it's evenings. So naturally, you’ll pay more to advertise during those periods in the day but you’ll reach a larger, broader audience. However, consider the type of product you are promoting when making your buy, other dayparts …

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03
Feb
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Will Rush Limbaugh or Sean Hannity decide the 2016 presidential election? Or will it be NPR? Not singlehandedly, of course, but their listeners definitely will. With candidates and Super PACs making  ad buys in crucial states talk radio is worth considering. It’s no secret, talk radio shows are highly segmented by ideology. Limbaugh and Hannity attract largely conservative bases. NPR attracts more of a liberal base. Is it a waste to invest ad dollars on programming that may already heavily promote a candidate’s agenda? If the radio show matches your ideology you are getting tons of free publicity daily. If …

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13
Jan
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Added value is that awesome, many times free, media that you have the opportunity to receive with your media buy.  Media vendors don’t always reveal these opportunities, but many of them are available if you are willing to ask and sometimes haggle a little. A good media buyer will enhance your media budget by providing added value to your campaign. But if you’re doing placing on your own, here are some inexpensive added value options to ask for: 1. Sponsorships You’ll see this in radio and TV buys. These are the 5 to 10 second mentions right before or after the weather …

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16
Dec
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Most of us know Black Friday is the biggest shopping day of the year, but can you guess what the second busiest shopping day is? If you guessed Super Saturday, the Saturday before Christmas, you are correct. Super Saturday has become a win-win for shoppers and retailers alike. Reportedly one-third of all holiday shopping occurs during the week before Christmas. And why not? Shoppers often get deep discounts and retailers get heavy foot traffic, the opportunity to get rid of holiday merchandise, and lots of sales. Work this frenzy to your advantage! The natural thought would be malls and shopping …

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11
Jun
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As the keeper of the marketing budget, it can pay (and save) to consider creative, out-of-the-box strategies to stretch your ad dollars. A media barter is a solution media buying and planning agencies leverage to help their clients maximize their promotions. What Is a Media Barter? The barter system exchanges goods and services instead of money. Many of the top global businesses in the world utilize bartering in their dealings, including 65% of corporations listed on the New York Stock Exchange and nearly one-third of small businesses. Businesses typically refer to bartering as corporate trade. Firms like Active International and Icon International offer …

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28
May
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With cable and TV upfronts wrapping up, marketers are entering into the scatter advertising season. Networks usually hold back 15-35% of their ad inventory for the year to sell outside of the upfronts, usually for a markup. This is called the scatter market. Scatter advertising is sold before or after an upfront period (which is typically second quarter, early spring to early summer). Scatter advertising has come to be synonymous with high-priced, less desirable advertising left over from the upfront.  While there is certainly some truth to this, strategic buys placed with a knowledgeable media buyer can allow advertisers to reach their …

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14
May
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Marketers are often tasked with making a lot happen with a little bit of money.  Media buyers are often enlisted by marketers to review a company’s business goals. From there we help them develop cost effective solutions to reach them. A common strategy we recommend for seasonal businesses is flight advertising. So What is Flight Advertising and Why is it Good Media Strategy? Flight advertising is a strategy media buyers use for  create advertising schedules. It is also a way to allocate the budget for a company's ad purchases. A flight is the block of time when your advertising airs or when it is published. The media strategy behind flight advertising is simple. …

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