Nielsen

[davideduardo]

What's wrong with Vizio? I have one of their TVs, have never had a problem. Picture is sharp, colors are true, audio is fine, it handles Xfinity Flex and Chromecast. What am I missing by not having some other brand?

Compare to the LG OLED TVs. We got one, and then could not bear watching our others so had to buy several more of them.

 

[davideduardo]

Once again, you go for personal attacks. You're an embarrassment. You whine constantly because you think WECK is being cheated by Nielsen. It's not. Old geezers return more diaries, so "weighting" is used. Math is not your best subject.

The "embarrassment" statement is a bit excessive. And harsh. The most I can accuse Buddy of here is defending his station.

Yes, there seems to be a lack of understanding of the procedure for weighting a sample so it matches the market proportionally. There are very few managers and sales managers I know who can be accused of knowing statistics. That is normal, and not reprehensible.

And Buddy does ask questions. He gets that he needs to know more.

It doesn't matter how much money 55 + demos have or don't have. Ad agencies don't target that group. It doesn't mean that you're wrong for trying.

And Buddy has said that he focuses on direct accounts and the agencies that are willing to listen to his pitch. Of course, it's not the ad agencies that do not target 55+, it is their client accounts. What agencies know through their clients and what local direct accounts also know is that it is a lot harder to change brand and retail and service preferences of older consumers. Further, they know that empty nesters are, for the most part, tight with their money as they know that it may have to pay of health care, senior living facilities and the like later on.

That said, Buddy has decades of relationship building in Buffalo and, if anyone can sell an older audience and if anyone can get those seniors to open their wallets and purses, he's the guy.

Most stations won't program for older listeners because they've decided it's "too hard to sell and not profitable". If you've solved that problem, you don't need Nielsen...

However, if I am going into a fight with a gun and I get the chance to carry a grenade, too, I'll take it. Using ratings as a support rather than as the whole pitch is the best way to deal with direct accounts.

"Look, we've got plenty of listeners. Buy what my station offers is the best written and recorded advertisements and fast updates for your latest specials and offers and an environment where this group of consumers feel good and positive about your message..."

Local sales is built on trust, but the more supporting facts and information you have to show a client you are there for them the better chance you have at renewals. And the key to local sales is not the initial close... it is all about results and renewals.