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The Kraken July PPM
- Thread starter xmtrland
- Start date
Yeah it looks like last month's jump at KNUC was an aberration.
KVI must be missing because of a glitch. But 2-3 months like this and it will probably be time to whip out the oldies again.
The other thing is before everything with COVID started spiking again late last month, people were going out again and that seems to have had an effect on the book overall, namely the music stations. And since COVID probably isn't going to go away for at least another year (and only IF they can come up with a vaccine) and people are back to semi-lockdown, we'll have to see what the list looks like next month. If my theory is correct and people stay in, this month will look a lot better.
The other thing is before everything with COVID started spiking again late last month, people were going out again and that seems to have had an effect on the book overall, namely the music stations. And since COVID probably isn't going to go away for at least another year (and only IF they can come up with a vaccine) and people are back to semi-lockdown, we'll have to see what the list looks like next month. If my theory is correct and people stay in, this month will look a lot better.
Even still, radio and TV will struggle. High ratings are great and all, but if you can't drum-up advertisers who are in a position to advertise, the cost of ratings become just another useless expense adversely effecting your bottom line.
That is true. Can you imagine world potentially without indoor bars, restaurants, live music and sports, rock concerts, fitness centers, hairdressers, etc. etc. for maybe years?
Or damn near everybody who advertises on the radio?
Welcome to The Boring '20s.....
Herd immunity will happen sooner or later, despite anything state, local or national governments try to do. In fact, it's already probably happening.
Doesn't mean that corona will stop being a problem, though. People may still get sick from it. But I don't see us being in lockdown for more than a year.
How this affects radio? I think the economy is still on the edge of a big potential dive. Brick and mortars were already in trouble before corona hit. Many may not survive it, even if/when it fades. And that's a problem for radio, I think...
If entertainment can recover quickly, I think radio should be in good shape. I just looked at the reports I did for Chuck a couple years ago, and while some advertisers might be gone good, I think the majority of those will be back, as many are either essential businesses or entertainment. The restaurants I hear on the radio are usually national chains, I hear very few locally owned restaurants advertising in this or any other major market.
That's because the majority of local restaurants are single-location and advertising on a major station wastes 90% of the coverage... and cost... on listeners who won't drive to the restaurant's local area.
Only chains with multiple locations can rationalize major market mass media advertising because they have many locations and spread the business around under the signal.
Actually, it appears that we are nowhere close to "herd immunity" -- and getting there would be likely to lead to somewhere around a million dead people in the United States. So any business plan based on herd immunity happening soon and things going back to something near normal is wishful thinking. From what I can see, there are quite a few companies who expect their employees to continue working from home through at least the end of the year, with some planning for that to be the case well into 2021.
All of which means that drive time ratings are going to continue to stink for quite a while.
True, but I think you missed the point. It seems like only a small percentage of regular advertisers aren't considered essential right now, though that may just be my perception. That point about restaurants though raises a question, why do car dealers think it's so lucrative to advertise on a signal reaching four counties? My family has bought several cars in my lifetime, but we've never gone to Puyallup, Kirkland, or Idaho to do so when there are dealers 10 minutes up the street. I relly don't understand why people would go to Idaho just to buy a car from Dave Smith.
People seem willing to travel for a deal. I did. I bought my last car at a dealer more than 45 minutes from my city. They had the right combination of car, features, and price. Plus, after the initial service, I can go to any authorized dealer for maintenance.
An auto dealer, especially a new car dealer, has a far larger trade area than most businesses, mostly because of the high purchase price and relative scarcity of dealerships. It's a relatively mild inconvenience to drive a couple hours to pick up a new car, especially if you think you can save a couple hundred bucks.
Obviously you aren't going to drive an hour to get your dry cleaning done every week. Even if they're charging 25% less money, the benefits don't match the inconvenience.
Going to a car dealer 45 minutes away NOT that much different than cross-market radio ownership.
Chances are .... the out-of-town one is owned by the same company as the one down the street!
Chances are .... the out-of-town one is owned by the same company as the one down the street!
Except for the amount of sales tax which depends on location. (just doing my part to steer this OT)
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