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Brokered Show Stupidity Hits a New Low

S

smedge2006

Brokered radio is built on deception. Stations selling the time pretend to have audiences, and the "brokers" carry the pretense to advertisers.

But this may be the worst case yet: These folks claim they can reach potential brides (mostly 18-34 females) on AM conservative talk radio -- specifically, 1040 AM Saturday at noon!!


http://www.thebridalbuffetliveradio.com/advertise.html

They really expect their advertisers to believe 400 single young women listen to WWBA?
 
So really they are saying that there is a "potential listening audience" of over 4,000,000 people. That doesn't mean that ANY percentage will listen...but they MIGHT!

From Bridal Buffet's own page: (and you gotta love that they start with "IF")

If your commercial is heard by only 1% of the Tampa, FL market (Approx. 4-Million Pop.) you're reaching 40,000 consumers, and if only 1% of those are future brides, you're reaching 400 potential clients. Every time your commercial airs!!

No lies there, but with that "IF" clearly leading the sentance..it's meaningless.

IF there are 4 million people who CAN physically hear WWBA, and 1 percent DO listen, that's 40,000 people. BUT they aren't all going to remember to tune in from 12-1pm on a Saturday, so if 1 pecent of that 40,000 is listening thats 400 people, and if 50% of them are women that's 200 people, and if 50 percent are in the 18-24 age group that's 100 people, and ALL of those 100 women can not be considering marriage, so let's say 30%..that's 30 people..NOW all of those ladies can't afford a big wedding, so let's say half of them are..that's 15 people..

IF 50 percent of those listeners are turning to AM conservative talk radio specifically for wedding planning advice that's 7 people, and IF one of those listeners TAKES wedding advice from WWBA..it's a miracle!

That means that potential advertisers would spend thier money more wisely if they were to simply find that one listener and throw thier wedding for them for free.

Time to find my old Barry Manilow Karaoke CD's and my velvet tuxedo..Let's all dance!..YowZah
 
Jeff Laurence said:
So really they are saying that there is a "potential listening audience" of over 4,000,000 people. That doesn't mean that ANY percentage will listen...but they MIGHT!

From Bridal Buffet's own page: (and you gotta love that they start with "IF")

If your commercial is heard by only 1% of the Tampa, FL market (Approx. 4-Million Pop.) you're reaching 40,000 consumers, and if only 1% of those are future brides, you're reaching 400 potential clients. Every time your commercial airs!!

No lies there, but with that "IF" clearly leading the sentance..it's meaningless.

IF there are 4 million people who CAN physically hear WWBA, and 1 percent DO listen, that's 40,000 people. BUT they aren't all going to remember to tune in from 12-1pm on a Saturday, so if 1 pecent of that 40,000 is listening thats 400 people, and if 50% of them are women that's 200 people, and if 50 percent are in the 18-24 age group that's 100 people, and ALL of those 100 women can not be considering marriage, so let's say 30%..that's 30 people..NOW all of those ladies can't afford a big wedding, so let's say half of them are..that's 15 people..

IF 50 percent of those listeners are turning to AM conservative talk radio specifically for wedding planning advice that's 7 people, and IF one of those listeners TAKES wedding advice from WWBA..it's a miracle!

That means that potential advertisers would spend thier money more wisely if they were to simply find that one listener and throw thier wedding for them for free.

Time to find my old Barry Manilow Karaoke CD's and my velvet tuxedo..Let's all dance!..YowZah
Click to expand...

Jeff... why so negative? Here's a positive spin on this. If the 4 million (who came up with THAT number?) people living in the Bay area can find and tune in to AM static filled WWBA, all 4 million may decided to throw themselves a "weddin'". 4 million weddings! What a windfall for Mary Lou's Cake Factory.

This works on other stations too! If those 4 million all decided to buy a car on Tuesday at 2 pm, that one little 15 second spot crammed into the spot block clutter on one of the big FMs, may convince them to buy from Uncle Bob's Used Car Lot on 54th Avenue North in Pinellas Park.

Oh, and about the flying pig thing...
 
If 4 million people got married, that's only 2 million weddings.

After doing all that math, I have a headache. So, I'll just assume the rest is good enough.
 
Rob Parker said:
If 4 million people got married, that's only 2 million weddings.

After doing all that math, I have a headache. So, I'll just assume the rest is good enough.
Click to expand...
YOU TELL THEM ROB!!
 
KJCB said:
This is why brokered clients who base their buying decisions on trying to or getting sponsors are a giant pain in the behind.
Click to expand...
;D ;D ;D
 
If your commercial is heard by only 1% of the Tampa, FL market (Approx. 4-Million Pop.) you're reaching 40,000 consumers, and if only 1% of those are future brides, you're reaching 400 potential clients. Every time your commercial airs!!
Click to expand...

In Arbitron, the 1% as stated in this company's bulls**t spin marketing campaign would be a "1" rating.

A rating represents the number of people listening to a specific station measured against the entire population. A share on the other hand represents the number of people listening to a specific station measured against the total number of people listening to the radio.

Stay with me here...

In nearly any market, a station with a 1 rating would likely have a top three position in share. It's true!

In Chicago, for example, the market's 12+ leader is WGN with a 6.2 share averaged over the past five books. Do you wanna know what their rating is that produced that #1 12+ 6.2 share?

0.9.

Yepper. 0.9.

Excellent and fun post! Sorry to bore it up with numbers... ;)
 
The Brides may not be tuning in..but their Mothers might..or the moms henhouse friends..or the Father who has to cough up the dough for the wedding..

I'm sure with the rate card...ok...the rates...all that business needs is one or two bookings to clear the ad time.
 
Personally, I think this is "average" for a brokered show. They always want potential advertisers to think there's good value in what they do. (For a few select shows, this may actually be the case. But I emphasize the word, "few".)

If brokered shows were so good, 1250 should have decent numbers. But 12+ they don't. Perhaps the bottom line to all of this, is the credibility of brokered shows. I don't have to mention, how many have come under legal scrutiny over the years. (Perhaps the most infamous being Sonny Bloch, anyone remember him?)

And, there's this old industry adage: "Anyone, who is any good, will get paid to be on the radio, not pay to be on the radio."
 
Don't get me wrong WAZ'..not negative, just slicing the spin pie up in the deli slicer (much like the one at Lenny's of Clearwater..Tim Cole's Favorite restaurant)

Brokered programming gives nearly anyone the opportunity to test the waters. Sure the stations aren't the brightest bulbs, or the strong sticks, but they are there, and they do put a signal out..and many many times in this country the brokered stations are the only ones in a lot of markets that are able to keep from going under. It had nothing to do with the number of listeners..It has to do with putting on a show for the clients. Kinda like the real estate business..When you hear those realty shows where they "highlight" a featured property..the client is actually paying for it, and they have no idea about wheather there is anyone actually listening or not. When they don't sell thier house they chalk it up to something they did wrong like over price the house.

Here's one I heard while driving through Colorado on a Saturday..This was a brokered "show" but it held my interest

Welcome to Boulder Magic Line! Innovations for life and success through entertainment and illusion in Colorado..today we are talking with Dan Rinaldo, known professionally ar "The Great Rinaldo" Dan has formed the nation's first online school for budding magicians. Welcome to the show Dan.

Thanks Steve

Just for fun can you do that little trick you did before we went on the air here in the studio?

It's not a trick Steve, we call them illusions..

Fine, then try that illusion where you asked me for a 10 dollar bill..here, here's another one..do that tri...I mean do that illusion again for us all.

Steve concentrate on this 10 dollar bill..think hard about it..Now visualize it vaporizing..close you eyes and see in your mind that it has vanished...okay now open your eyes

THE 10 DOLLAR BILL IS... (gulp) GONE! You did it Dan..

"GREAT RINALDO Steve..please..."

Well then I AM impressed..for the next hour here on KJJL, the Jewel of the suburban counties between Boulder and Denver we will open the lines up and invite our thousands of listeners out there in South Boulder and the extreme North Denver area to learn the joys of illusion, and how to make things dissapear like my two 10 dollar bills here..eh Dan? uh GREAT Rinaldo? You too can become a magician! We'll return with your calls after this commercial message from Colon Clense, and Bob Snyder's GOLD Exchange
 
I love magic shows. :D Show me the one where a paid show on a low watt AM EVER was sucessful, without deceiving the public. I haven't seen that tri-- uh, illusion yet.
 
Here's another point about brokered shows: it's the greatest form of "vanity advertising." In many (but not all) cases, the host does the show for the "prestige" of "being on the radio." I've run across more than a couple hosts, who bought their time "for bragging rights" and if they actually got a result, all the better.
 
Another low moment for 1040 WWBA -- they've sold a Sunday morning show that's mostly in Italian! How's that for the "borders language and culture" crowd? Time to let the Mexicans who broker Friday nights on WTAN know there's a bigger, better signal available.
 
Smedge has a good point... when you start doing music shows or foreign languages on a serious talk station, it's over. Put WWBA in the same category as WWPR that sells the weekend to some Spanish-language pastor. Aye!
 
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