This recent article in AdAge tells readers that Nielson, the television ratings company, is now testing radio audience measurement "at participating Clear Channel and Cumulus stations".
Nielsen: Young Adults Do Listen to Radio - Advertising Age - MediaWorks
In this day and age, only ad agencies are interested in who is number one (and everyone is number one in something!). Your clients only want to see a return on their investment with you. Stop pandering to agencies (who should be paying for this research ANYWAY), and start servicing your clients by giving them a better product and sell them on THAT, not on numbers that can be manipulated to say anything.
Nielsen: Young Adults Do Listen to Radio - Advertising Age - MediaWorks
Results from the leading media-measurement company's first U.S. pilot study of radio listening, in Lexington, Ky., indicate a potential reversal of a trend that has been working against radio for the past decade: a supposed decline in radio listening among adults 18 to 34.Am I glad to hear that the 18-34 year old's are returning to radio? I would be if it were true. And maybe in Lexington, Kentucky that is the case. Who am I to argue when I don't have any counter evidence myself? The problem with these surveys is that people know they are surveys! Sometimes people will tell you want you want to hear, just like how one can make statistics say what they want, with the proper manipulation of the results. I don't know about you but I get queasy whenever I hear of companies hired to do market research for radio, by radio. What a waste of resources.
The next test of Nielsen's radio measurement will be an eight-week spring survey that begins this week in 51 small to midsize markets at participating Clear Channel and Cumulus stations.We already know listenership is down in younger demographics. It's a waste of money to hire yet another company to find out otherwise, even if the trend is reversing. Take that money you are wasting on these "audience measurement companies" and put it toward your product! Hire live jocks back to entertain the remaining audience, and the audience will reciprocate it's gratitude by TELLING THEIR FRIENDS. The audience will naturally grow! You will know because your advertisiers will be thanking you for the increase in their revenue with renewals. Then you can use the advertiser testimonials (which would be free) to sell other advertisers on the idea of advertising with you. Too simple? For someone with an MBA or PHD, probably!
Jess Hanson, Clear Channel Radio's senior VP-research, declared the Lexington findings a confirmation of what the radio company has been struggling to prove to advertisers about its young audience. One problem has been that studies done by phone don't measure listeners without landlines. "We've known it's harder to reach certain groups, and the random, digital-dial telephone sample doesn't pull in certain groups, one of the biggest being cell-only households. Now radio is going to be able to say that younger group is still very radio-friendly, and probably in greater numbers."
In this day and age, only ad agencies are interested in who is number one (and everyone is number one in something!). Your clients only want to see a return on their investment with you. Stop pandering to agencies (who should be paying for this research ANYWAY), and start servicing your clients by giving them a better product and sell them on THAT, not on numbers that can be manipulated to say anything.
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