WhoTF are you REACHING if there's no audience to speak of?
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Boston Neilson Ratings For April 2021
- Thread starter Retro
- Start date
Here's how reach is defined: "Reach should not be confused with the number of people who will actually be exposed to and consume the advertising, though. It is just the number of people who are exposed to the medium and therefore have an opportunity to see or hear the ad or commercial."
So you don't have to listen to the specific station to count. And the company gets paid for that.
Looks like WJMN’s ratings could become a issue. Hip-Hop isn’t that much as a dominant genre today.
So Progressive Insurance, O'Reilly Auto Parts, etc. figure that by carpet-bombing the nation with their spots on enough stations with 0.2 or 0.1 for shares, enough ears will hear their messages to make up for the zillions that are tuned to more popular signals? What's the difference in cost per spot for this spamming-like advertising strategy compared to cherry-picking the top-rated stations in each market and placing the spots on them?
The overall cost is based, loosely, on Cost Per Thousand or Cost Per Point. CPP is the more current standard, where buys on a network are priced on the total delivery of persons. Usually, the CPP for networks with few or no top stations is discounted and used as a cheap supplementary buy to complement TV or bigger audience level radio stations.
Stations generally don't get the money; the network takes an amount of minutes per hour to sell in exchange for the programming. The network, then, is only interested in making a profit over its operating cost.
On the other hand, networked high-audience shows like certain "big" morning shows can command high rates for the network spots as they have huge audience levels... a good example is Charlamgne tha god.who is on a variety of stations with different owners. The numbers are huge, the network charges high rates and local stations charge high rates in their market. Stations take shows like that because it is still cheaper than a morning show that might run in the mid-six figures annually.
How much time does it take to cherry-pick those individual local stations? Time is money. ESPN Radio gives them a bulk number of radio listeners nationally and online presence in one easy package. If you go to ESPN.com/Boston, you'll see WEEI-FM is also involved. So they get 24/7 placement on the AM, and a smaller presence on the FM.
Now that's an "interesting" concept. So, by this reasoning, why don't we expose a number of people to some decent musical fare, such as smooth jazz, or "oldies"? I mean, even if no one actually listens, people can be exposed to this type of music (once again) and be given the opportunity to hear whatever ads these stations may put forth.
On second thought, this is beyond insane. In the case of ESPN on AM 850, you're saying that ESPN doesn't give two good hoots about their programming, just that a group of people (not listeners, mind you) has the "opportunity" to hear the advertising. I didn't realize listeners craved the "opportunity" to be exposed to ads. Silly me, I thought they liked music or talk or news or (even) sports, and all this time it was the opportunity to hear ads they've been craving.
Who is "we?" As I said, ESPN pays WEEI. If you pay an AM station, they will play smooth jazz or oldies or whatever you want. But if advertisers are the ones paying, they get to pick the programing.
Did I say that? No. They care a lot about their programming. They spend billions of dollars on content creation. That's a different function than the advertising department.
Somebody has to pay for the programming. If the users don't pay, then radio companies are dependent on advertisers. If you have a better system, let me know.
Gotta look beyond the 6+ and break it down by demos/billing. Remember when Jam’n had poor 6+ ratings not even 10 years ago and there was speculation iHeart was going to blow it up? Never happened. Why? Likely due to co-billing with Kiss and performed decently in demos. (And hip hop is still very much a dominant genre right now, and will ramp back up when concerts get going again.)
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