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AMAZING NUMBERS ON 850AM

L

latino2008

2 TRENDS WITH NUMBERS NEVER SEEN BEFORE DURING THE WORLD CUP WOULD HAVING LETS SAY GREAT NUMBERS FOR A WHOLE BOOK REALLY HELP A STATION?
 
In PPM, the monthlies are the book. There are no "trends," although subscribers do see weekly numbers.

Two good weeks equals two good weeks. If you can turn that into a good month, then good for you. If the next time you see numbers like that is the next time that the World Cup rolls around then you might not be as happy.
 
Yeah but thats not the question. The question is could a station really make a profit with just one good book? could they get the agencies to send some big adds there way with just one really good book?
 
latino2008 said:
2 TRENDS WITH NUMBERS NEVER SEEN BEFORE DURING THE WORLD CUP WOULD HAVING LETS SAY GREAT NUMBERS FOR A WHOLE BOOK REALLY HELP A STATION?
Click to expand...

The first two weeks of June are well within average for that station... the third is up a high percentage. However, nothing times ten is still nothing. The week three rank is still below six other stations in the sales demos.

In PPM, even if a final week or two weeks are up, the full book will be similar to the average of the four weeks (it is NO a real average, as a number of other factors apply) and will not bring this or any station up that much if it started the book with two weeks at a low level.

In PPM doing well with a special event shows sponsors how well they invested in that event. However, it won't have much lasting effect unless a station displays further special programming. A good example is Christmas music... a station may have a good December and Holiday book, but advertisers know that they will not benefit from this in May or August... However, in the interim, a station with seasonal or event programming can benefit from the extra income enormously if they are good event sellers.

As is mentioned below, there is no trending in PPM. Any good week or weeks in a book (28 days) will not be rolled into averages for the start of the next book such as was done with diary trending.
 
latino2008 said:
Yeah but thats not the question. The question is could a station really make a profit with just one good book? could they get the agencies to send some big adds there way with just one really good book?
Click to expand...

No.

And, in this specific case, the station will still be low-ranked vs. those who compete with it for buys.
 
latino2008 said:
Yeah but thats not the question. The question is could a station really make a profit with just one good book? could they get the agencies to send some big adds there way with just one really good book?
Click to expand...

If you usually have no numbers but rights to something like the World Cup, the only way you can make any money is to sell the hell out of that event before it starts.

Let me put it this way: if you own a bar and the only time anyone comes is when you're showing UFC, you'd better charge more for beer on UFC nights than the rest of the week.

Agencies aren't stupid. They don't pay Super Bowl rates the day after the Super Bowl.
 
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