+ Reply to Thread
Page 1 of 2 12 LastLast
Results 1 to 10 of 12

Thread: spot load

  1. #1
    Senior Member
    Join Date
    May 2011
    Posts
    1,441

    spot load

    Is spot load an indication of how much money a station is making, or how many advertisers the station actually has? Our example comes out of Bend OR, where KXIX has a regular schedule of short breaks, about 3 per hour, each about 2 minutes. KWXS on the other hand, only does 1 break per hour as far as I know, and only has about 3 spots per break, that's on a high day. Sunday afternoons there are times when there is only 1 spot per break. Also, are there spots that are sold to every station in a particular market at different rates? It seems like 90% of the spots on the radio in my market are the same on all stations. KOMO and KRWM have some of the same spots that KPLZ and the other CHRs don't have, and there are some spots that only appear on certain stations, but again, most spots are the same. Is this usual?

  2. #2
    Senior Member
    Join Date
    Jul 2003
    Location
    El Pueblo de Nuestra Señora la Reina de los Ángeles del Río de Porciúncula
    Posts
    28,353
    Quote Originally Posted by bobdavcav View Post
    Is spot load an indication of how much money a station is making, or how many advertisers the station actually has?
    No.

    Spots are sold based on one of two things:

    In non-ratings based transactions, the rate is based on an advertiser's perception of value, the relationship with the seller and the ringing of the cash register. In ratings-based sales, the rate is based on audience delivery where a station with twice the audience generally can get about twice the rate as one with lower audience.

    A station with low ratings or which does not get great results for clients might be filled with cheap spots, while a more listened to station has fewer but more expensive spots.

    In Bend, KXIX is about 8th in total billing. KSJJ bills twice as much and has more than twice the ratings. So you can see the relationship.

    Also, are there spots that are sold to every station in a particular market at different rates? It seems like 90% of the spots on the radio in my market are the same on all stations. KOMO and KRWM have some of the same spots that KPLZ and the other CHRs don't have, and there are some spots that only appear on certain stations, but again, most spots are the same. Is this usual?
    Major advertisers will use multiple stations in a campaign, as each station only reaches one segment of the population based on format, age, taste, etc.

    In a market like Seattle, an agency buy for a big account might include 10 or more stations. Agencies use a calculation called reach and frequency to select stations that complement each other by adding additional cume and achieve the right number of average weekly impressions to the campaign. Agencies specify a goal as to rate against their target audience and stations that contribute to the campaign's effectiveness are bought if they meet the rate goal.
    www.americanradiohistory.com
    Broadcasting Magazine and Yearbooks, RCA Broadcast News, Television Magazine, Radio Annual, Radio News, Sponsor, Television/Radio Age, R&R, Duncan's American Radio, M Street Directory, Broadcast Engineering, db, and more.

  3. #3
    Senior Member
    Join Date
    May 2011
    Posts
    1,441
    Thanks David. One more question, you mentioned KSJJ, but the other station I sometimes listen to in that market isn't KSJJ, it's KWXS, which has a much lower spot load. Where about do they fall in billing in that market?

  4. #4
    Senior Member
    Join Date
    Jul 2003
    Location
    El Pueblo de Nuestra Señora la Reina de los Ángeles del Río de Porciúncula
    Posts
    28,353
    Quote Originally Posted by bobdavcav View Post
    Thanks David. One more question, you mentioned KSJJ, but the other station I sometimes listen to in that market isn't KSJJ, it's KWXS, which has a much lower spot load. Where about do they fall in billing in that market?
    It's a "new" sign on, just making the Spring, 2012 book. So it billed less than 1/25th of the KSJJ level. I mentioned KSJJ as it is the market leader, taking about 12% of market revenues.
    www.americanradiohistory.com
    Broadcasting Magazine and Yearbooks, RCA Broadcast News, Television Magazine, Radio Annual, Radio News, Sponsor, Television/Radio Age, R&R, Duncan's American Radio, M Street Directory, Broadcast Engineering, db, and more.

  5. #5
    Senior Member
    Join Date
    Sep 2003
    Posts
    1,620
    Quote Originally Posted by bobdavcav View Post
    Is spot load an indication of how much money a station is making, or how many advertisers the station actually has?
    When I was in radio, I was surprised at how many people who worked inside the station didn't realize that some of the lowest billing stations ran the most spots. It actually seemed inverse. the more spots being aired, the lower that station's billing. The only thing that keeps rates up is the discipline to turn down business when you reach the predetermined limit.

  6. #6
    Senior Member
    Join Date
    Oct 2007
    Location
    Bellingham WA
    Posts
    5,406
    And sometimes, it's painfully obvious when stations whore themselves out this way.....

    http://www.markramseymedia.com/2013/...music-station/
    My last word will probably be "Oops".

  7. #7
    Senior Member
    Join Date
    Jul 2008
    Posts
    15,491
    Ramsey has a reputation for hyperbole. There's probably more to the story than he tells.

    Because most music stations in this country, especially those in PPM markets, find themselves running fewer, not more, spots.

    Advertising is built on the marketplace. If the marketplace supports 28 spots an hour, then that's what the market will bear. If such a spotload is causing the problems Ramsey describes, then both listeners and advertisers will disappear. If that hasn't happened, then what other motivation is there? Not everyone sees advertising as a turn off.

  8. #8
    Senior Member
    Join Date
    Sep 2003
    Posts
    1,620
    Quote Originally Posted by TheBigA View Post
    Because most music stations in this country, especially those in PPM markets, find themselves running fewer, not more, spots.
    But the article begins "So there’s this medium-sized market unmeasured by Arbitron/Nielsen."

    Maybe things have changed more than I thought since I retired from radio. There are medium-sized markets that are unmeasured by Arbitron/Nielsen?

  9. #9
    Senior Member
    Join Date
    Jul 2008
    Posts
    15,491
    Quote Originally Posted by SaltyDog View Post
    There are medium-sized markets that are unmeasured by Arbitron/Nielsen?
    Good point. It's like going to a pass/fail school.

  10. #10
    Senior Member
    Join Date
    Feb 2008
    Posts
    7,787
    Quote Originally Posted by TheBigA View Post
    Not everyone sees advertising as a turn off.
    I know of no one who tunes into TV and radio for the express purpose of watching/listening to advertising. Perhaps there are people whose business it is to monitor such things but they aren't in the ordinary viewing/listening population.

    If your purpose is to see what entertaining commercials are on these days you need only tune into YouTube on the web and there they are in all their back-to-back glory.

+ Reply to Thread
Page 1 of 2 12 LastLast

Posting Permissions

  • You may post new threads
  • You may post replies
  • You may not post attachments
  • You may not edit your posts
  •  




     
Our Conferences
Useful Contacts
Community


Contact Us