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Analysis: See Spots Run from Endorsers to Influencers

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Analysis: See Spots Run from Endorsers to Influencers April 12, 2021, Issue 751 Analysis: See Spots Run The introduction of PPM measurement led to a cardinal rule of programming: Spot-sets are best positioned across quarter- Talkin’ Squad. hour boundaries to offset listening losses. Terms like “bow tie” Amen: Broken (spot blocks straddling :15 and :45 on the hour) and “hourglass” Bow’s Chase Rice (straddling :00 and :30) became standard programming lexicon. (in white) with WQIK/ Extended music sweeps – even entire dayparts or days without Jacksonville’s John commercials – also became part of the PPM programming arsenal. Scott, Toni Foxx and So, what are stations doing now? What’s working, and what isn’t? Brad Thornton (l-r). Country Aircheck analyzed daily Mediabase logs of Country competitors in eight PPM markets on a random Wednesday in February to see when stop-sets ran and how long they were during the midday shift. Of course, some stations may vary placement on different days or may have commercial-free days not represented here. Analysis included Nielsen Persons 25- 54 midday data for the month to see if there were any strategies that seemed to pay off better than others. Though prohibited from revealing the specifics of which stations were analyzed, five are Audacy owned, four are iHeartMedia and the remaining seven From Endorsers To Influencers represent one owner each. According to BigCommerce.com, the past five years brought The most popular strategy was a simple “bow tie,” with spots a boom in brands utilizing social media influencers. From an airing around :15 and :45 every hour and no extended music ancillary marketing tactic to a $5-10 billion dollar industry, sweeps. This strategy was found on six stations, including all five influencer marketing continues to be among the more accessible Audacy stations – not surprising since they all carry the company’s and measurable of the social media marketing Katie & Company midday show. strategies. Radio is also discovering the power Four stations ran the “bow tie” but eliminated one spot block of branding on-air talent as influencers, defined during the daypart creating an extended music sweep. The timing as “someone who has built a loyal following of the sweep varied, but three of the four stations that used this through their online content creation.” What approach are owned by iHeartMedia. remains to be seen is to what extent radio is Three stations used the bow tie format but with a music sweep willing to embrace social media influencing as lasting longer than one hour. One station employed an hourglass a viable revenue stream. format with no extended sweeps. “Digital advertising allows us to get in Dan McKee (continued on page 11) deeper with our existing customers as well ©2021 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] April 12, 2021 Page 5 as expand with new ones,” says Summit/Knoxville GSM Dan McKee, whose team includes Acct. Execs. for Country WCYQ. “Our DJs are some of the best social influencers out there.” McKee says his sellers are charged with bundling on-air and digital campaigns, explaining, “We do social posts during live remotes that are paid for, [and] we include them in with live endorsement packages. We also bundle them with major station promotions that are sponsored.” Game On Brand: With the ability to monetize multiple platforms – Instagram, YouTube, Facebook, Twitter, TikTok and Twitch being among the most popular – content is key. “If I’m recommending a mattress on a morning show or telling you to buy someone’s book on a YouTube show, I’m still putting my stamp of approval on something in exchange for compensation,” explains Cherry Creek Country KIYK & KCIN/St. George, UT afternoon Under The Influencer: Rhodes shares a photo of one of her personality Chris Cruise. “The problem three kids getting excited for a Bojangles dinner as part of comes in when content creators begin peddling her sponsored content. Chris Cruise anything and everything just to make a buck.” Cruise, who also hosts the syndicated Throwback 2K show, has been self-monetizing his weekly YouTube alone. It’s inevitable that in our current climate, personalities of series to dip his toes in the influencer waters. During the second all kinds with social media platforms will continue moving into the season of his Home Studio Catalyst, he started charging a nominal influencer space.” fee for industry-related businesses looking to sponsor an episode; McKee agrees and notes, “We need to be wherever our his YouTube channel has approximately 1,500 subscribers, and the audience is. You never know what the future holds; however, weekly video series garners an average of 300 views per episode. we are committed to make sure we are credible.” He prevents Metrics System: As with any pitch to advertisers, it’s all about oversaturation by limiting endorsements for each on-air talent. understanding the audience and breaking down the metrics. And, when creating content around campaigns, Cruise is quick to Professional influencerLeah Rhodes, who is married to Tape point out the importance of both authenticity and creativity. “Each Room Music VP/GM Blain Rhodes, previously platform is unique and brings its own revenue opportunities,” worked in the music industry as a Mgr./ says Cruise. “Treat each new platform as its own and be willing Production for Tailight TV before monetizing to create content geared specifically toward that platform and her more-than-20,000 followers on audience.” Rhodes agrees, saying, “I knew that if I wanted to Instagram. “You have to be confident in what actively grow my audience, consistency was key. Your audience has you bring to the table, have an understanding to know that when they open up that app, you have something for of the insights and demographics your account them to look at.” can bring and have a clear and direct vision With the continuing popularity of social media and the growing of how you will benefit the brand,” explains Leah Rhodes ad expenditures in the influencer marketing sphere, radio has Rhodes. the opportunity to grow NTR by embracing the move from on-air Often, the audience following radio personality social channels endorsements to online influencers. “The term ‘influencer’ is losing varies from the station’s P1s. Gaining a true understanding of the the stigma it once had, and it has become a very real source of social audience for each personality can open the door to revenue revenue over the past several years,” advises Rhodes. “As long as streams that don’t require on-air avails. “An influencer brings about it is done tastefully, it holds credibility with both brands and online a sense of trust, unlike just running a digital ad,” says Rhodes, audiences.” Reach McKee here, Cruise here and Rhodes here. echoing the longstanding premise of endorsements. “It brings a –Monta Vaden personality and authenticity you can’t attain with an advertisement ©2021 Country Aircheck™ — All rights reserved. Sign up free at www.countryaircheck.com. Send news to [email protected] April 12, 2021 Page 8 WITH ... ANGIE WARD AND TIM SATTERFIELD A day in the self-isolated lives of married industry of permanent video conference locations around the pros iHeartMedia WUBL/Atlanta APD/midday personality house, though. My goal was to get a 10 on RoomRater! Angie Ward and Point-To-Point Marketing VP/Digital AW: In the beginning, it was a big plus to go live and Tim Satterfield: interact with listeners, but after a year, my creativity for AW: Pre-pandemic, my one-way commute was an content slowed. However, one of my Instagram Reels on hour-and-a-half; getting that three hours a day back the station feed did go viral and get 2.9 million views! changed a lot for my world. Ironically, I don’t feel that TS: I’m fortunate to work with the best creative teams, Tim and I have much more time together, as our offices and the biggest adjustment to our concepts and contests are at opposite corners of the house. was to have a more compassionate tone. Managing TS: Having Angie at home is the biggest change to daily clients’ social media is a primary focus for me daily, so I life. But, while we both work a lot, we were also very socially tend not to spend a lot of time on my own. Of course, I active – dinners, brunches, happy hours, games, shows and closely follow @AngieWardOnline! travel – so right now it feels like all work and no play. AW: No new hobbies ... that I will admit to, anyway! AW: I’m up by 6:30am for breakfast and a workout TS: It’s been about revisiting old hobbies for me, before passing Tim on the stairs as he heads to his office. including trout fishing and some tennis. That’s where I I do my show-prep, schedule social posts and record hit the ball straight to Angie, and she hits it as far away shows before stopping for lunch whenever [Amazon from me as possible. Tim Satterfield & Angie Ward Echo smart speaker] Alexa tells me to. After lunch, I shift AW: The first thing I want to do when everything my focus to helping the sales team with recording spots, reopens is take my parents on a trip. videos and specs or attending a client video meeting. TS: I want to take a 10-day trip to our favorite villa TS: Have you seen Groundhog Day? It’s coffee, in the Caribbean. because she makes me listen to her. conversation with Angie, work, lunch, work, dinner, AW: We watch a lot of sports, and for the first time AW: My go-to quarantine snack has been peanut conversation with Angie, watch television, work and go to since I was a kid, I watched every Atlanta Braves game of butter and chocolate chips.
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