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The National Contests are Back

R

RoddyFreeman

CBS has brought back its national contest. Not only are a station's listeners competing against the station's other listeners and listeners of CBS stations with the same format in other markets, they're competing against listeners to almost all the company's stations across the format spectrum. The contest's name on each station fits the station's format. But, the hundredth nationwide caller wins the $1,000.

So...listen to V-103 or Dave-FM and get ready to dial.
 
DAVE-FM, has been doing this for about two weeks. At least they say it is a national contest unlike when Clear Channel did the same thing back in the early Aughts.

I don't think this type of promotion helps a AAA format but I think programming team of Scott and Margot had this forced down their throats by CBS brass.
 
RoddyFreeman said:
CBS has brought back its national contest. Not only are a station's listeners competing against the station's other listeners and listeners of CBS stations with the same format in other markets, they're competing against listeners to almost all the company's stations across the format spectrum. The contest's name on each station fits the station's format. But, the hundredth nationwide caller wins the $1,000.

So...listen to V-103 or Dave-FM and get ready to dial.
Click to expand...

But consider they are also competing against some who buying listeners in small, nowhere kinds of places, for less money.
 
Ya know, the sentence structure of my last post leaves a whoooooole lot to be desired. Jaysus! Misplaced modifiers, missing words, the whole bolt of fabric, man.

They are also competing against some who are spending less on buying listeners in small, nowhere kinds of markets.
 
Neil Millman said:
DAVE-FM, has been doing this for about two weeks... I don't think this type of promotion helps a AAA format but I think programming team of Scott and Margot had this forced down their throats by CBS brass.
Click to expand...

Not sure about the news/talk stations, but virtually all of the other CBS stations are in on this. Even their Spanish music stations, apparently; I only found out through WRBQ/Tampa morning host Mason Dixon, who prides that his station has claimed the most winners of this contest, then noted other stations in the cluster including WYUU even got winners. Go figure.
 
PPM analysis is being done and the results will be interesting. This is the first time this has been done with the PPM meters in play. We will soon see exactly how national big prize contests add/don't add to individual station counts.
 
Actually, we won't be able to see anything about the national-ness of it. We'll be able to see if Contest X on Station Y in Rating Period Z worked, and that won't be predictive of anything. If you ask them, people say they don't like the idea of national contests, but we don't know that that translates into any change in listening behavior. It's way way way way way far down on the list of things people care about.

Heck, radio is far down on the list of things most people care about. How we execute stuff is going in one ear and out the other for almost everyone.
 
On the Urban side, I'm shocked V-103 is going this route. They've always been known for the local "Free Money Kitty" contest. I know Clear Channel had been doing this for years on there Urban stations. Radio One here always rolls out the dough when it comes to the money contest. Suprised they haven't went nationwide like the others.
 
There is even an ad for the national contest (and what times to call) on CBS' Pheonix KOOL-FM website. (I enjoy KOOL-HD2's 70s channel - no commercials, high quality sound). KOOL-FM does the classic hits format, so I guess CBS spreads the wealth among all the dutiful formats. I just have to remember Arizona doesn't observe Daylight Savings Time when making those hour adjustments.
 
ShawtyBlack_ATL said:
I'm shocked V-103 is going this route. They've always been known for the local "Free Money Kitty" contest.
Click to expand...

Are they using the "Kitty" as a pawn in this national contest? I notice CBS stations use different gimmicks for the contest. Q105/Tampa uses a horn. WCBS-FM/New York uses - dare I say it - a siren! :D
 
Mr_Place said:
Actually, we won't be able to see anything about the national-ness of it. We'll be able to see if Contest X on Station Y in Rating Period Z worked, and that won't be predictive of anything. If you ask them, people say they don't like the idea of national contests, but we don't know that that translates into any change in listening behavior. It's way way way way way far down on the list of things people care about.

Heck, radio is far down on the list of things most people care about. How we execute stuff is going in one ear and out the other for almost everyone.
Click to expand...

I agree and I wonder if contests really make that much difference. With PPM and non stop ratings a contest might bump you a tenth or two (should help cume if a lot of unemployeed people have PPM meters) but what are you going to to after the contest is over. If I was the PD in a PPM market I would have second thoughts about giving any on air talent a day off! I know you have to do it or burn out talent. The everyday grinding out of entertaining programing (what ever you core listeners want to hear) is harder but in the long run will build a franchise (example Fish 104.7.)
 
secondchoice said:
Mr_Place said:
Actually, we won't be able to see anything about the national-ness of it. We'll be able to see if Contest X on Station Y in Rating Period Z worked, and that won't be predictive of anything. If you ask them, people say they don't like the idea of national contests, but we don't know that that translates into any change in listening behavior. It's way way way way way far down on the list of things people care about.

Heck, radio is far down on the list of things most people care about. How we execute stuff is going in one ear and out the other for almost everyone.
Click to expand...

I agree and I wonder if contests really make that much difference. With PPM and non stop ratings a contest might bump you a tenth or two (should help cume if a lot of unemployeed people have PPM meters) but what are you going to to after the contest is over. If I was the PD in a PPM market I would have second thoughts about giving any on air talent a day off! I know you have to do it or burn out talent. The everyday grinding out of entertaining programing (what ever you core listeners want to hear) is harder but in the long run will build a franchise (example Fish 104.7.)
Click to expand...

Contests do not really make a big difference most of the time, except for make believe.
 
DToTheJ said:
ShawtyBlack_ATL said:
I'm shocked V-103 is going this route. They've always been known for the local "Free Money Kitty" contest.
Click to expand...

Are they using the "Kitty" as a pawn in this national contest? I notice CBS stations use different gimmicks for the contest. Q105/Tampa uses a horn. WCBS-FM/New York uses - dare I say it - a siren! :D
Click to expand...

NO. The "Free Money Kitty" was the local contest they used for many years. They even had a phrase that pays, "V103 is my free money station now gimme my money." The national contest is using Ludacris claiming he's giving away $10,000 a day. The 110th nationwide caller to 1-866-Easy-Win wins $1,000. They do this 10 times a day. Across town 95.5 The BEAT is also using Ludacris for "Beat The Buzzer."
 
If I was the PD in a PPM market I would have second thoughts about giving any on air talent a day off!
[/quote]

And there you have it....best post of 2010.
 
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