radio

							• Regulated by FCC
  – Broadcast radio
• Unregulated
  – Satellite radio
  – Internet radio
• Competition to broadcast radio
  programming
  – Music
    •   Cable TV music channels
    •   Internet
    •   Podcasting
    •   Soon: Cellular phones
  – News
    • Cable TV
• Situation: Listening can occur
  anywhere
  – Broadcast radio: Within station's
    coverage area -- Homes, offices cars,
    beaches, playground
  – Internet radio – Globally
  – Satellite radio – Semi-globally
      Broadcast Formats
• Definition: Overall programming
  design or program content of a
  station.
• Specialized formats require specific
  identities
• Programming content determines
  format - and vice versa
• AM Formats in S.F.   – Soul/R&B/Oldies
  –   News/talk        – Children’s
  –   Oldies           – Adult
  –   Sports talk        contemporary
  –   All news         – Standards
  –   Country          – Asian
  –   MOR              – Jazz
  –   Spanish
  –   Religious
• FM in S.F.         – Adult
  – Eclectic           contemporary
  – AOR (Album       – Portugese
    Oriented Rock)   – Classic Rock
  – Public
  – Big Bands
  – Spanish
  – Religious
  – Jazz
• Limitations on Radio Promotion
  – On-air - depend on audio - cannot use
    visuals
    •   Voices
    •   Music
    •   Sound effects
    •   Tone
    •   Timing
    •   Scheduling
• Radio Promotion Goals
  – Acquisition
  – Maintenance
  – Audience Recycling
  – Sales Promotion
  – Morale building within station
• Positioning - Changing Perceptions
• Audience Research Terminology
  – Problem with accuracy of radio
    audience reporting - delayed.
  – Often more a matter of perception rather
    than actual listening.
• Terminology
  – ADI - Area of Dominant Influence.
     • About 212 geographic designations
       defining television markets exclusive
       of all others; about 256 geographic
       areas defining radio markets.
     • ADI is Arbitron terms; Nielsen uses
       DMA - Designated Market Area.
• Terminology (continued)
   – Cume (cumulative) rating - The
     audience tuning to a station over a
     week; counts each person only once -
     regardless of number of times he/she
     tunes in.
   – Share - The percentage of the total
     listening or viewing audience with sets
     turned on and tuned to a given station
     or network.
• Terminology
  – Rating - The percentage of the
    population (regardless of whether
    they're tuned in) that is tuned in. The
    average percentage of households or
    people viewing or listening to a station
    or network.
• Terminology
  – AQH - Average Quarter hour - System of
    rating audiences in 15-minute intervals.
  – TSL - Time Spent Listening - The length
    of time listeners spend tuned to a
    station or program.
• Terminology
  – Daypart - A period of two or more hours
    considered as a strategic unit in
    program schedules, such as morning
    drive time in radio (6-10am) Or
    primetime in television (8-11pm).
• Audience acquisition strategies - to
  increase cume (cumulative) rating by
  increasing sampling of the station by
  non-listeners.
  – Stations that benefit the most from
    audience acquisition promotion are
    those with high AQH - Average Quarter
    Hour) ratings but low cume ratings.
• Audience Acquisition (continued)
  – Target audience - non-listeners
  – Requires external media
• Retention
  – Audience Maintenance Strategies - to
    maximize the AQH - Average Quarter Hour)
    rating by increasing the average listener's time
    spent listening (TSL).
  – Stations that benefit the most have a high
    cume rating but low AQH (short TSLs).
  – Current audience is target
  – Strategies use internal (on-air) media
• Audience Recycling Strategies - To
  increase the overall station AQH
  ratings and the cume for a given
  daypart.
  – Stations that benefit the most have high
    cumes in one daypart but low in
    another.
  – Target: Current audience
• Audience Recycling Can Be
  – Vertical - Achieved when a given
    daypart's audience returns to the
    station later in the day
              Radio Promotion
                  Direction: V ertical
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• Audience Recycling
  – Horizontal - When a given daypart's
    audience returns to listen to the same
    daypart later in the week
               Direction: Horizontal

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• Contests
  – Purpose: Any of three audience building
    goals
  – Designed for appropriate audience
    maintenance - listening for long times,
    listening frequently (sampling), etc.
• Sales Promotions
  – Clients supply prize in exchange for free
    commercial air time
  – Remotes generate traffic at client's site
    and special events
• External media buys - Consider cost
  per thousand (CPM) - Possibility of
  "trade"
  – Broadcast television
  – Cable television
  – Newspaper - Older demographic
    appropriate for news/talk radio
• External Media (continued)
  – Outdoor
    • Poster panel billboards
    • Painted bulletins
    • Spectaculars - or special effects
  – Telephone directory
  – Transit
    • Busboards
    • Cabtops
• External Media (continued)
  – Other radio stations - cross promotion
    among co-owned stations
• Merchandising
  – T-shirts
  – Bumper stickers
  – Key chains
  – Mugs
  – Coupon books
  – Discount cards