Insideradio.Com
Total Page：16
File Type：pdf, Size：1020Kb
800.275.2840 MORE NEWS» insideradio.com THE MOST TRUSTED NEWS IN RADIO FRIDAY, APRIL 3, 2015 The Power of Radio: Telecoms get 14-times sales lift for each $1 spent in radio. Nielsen recently reported the typical advertiser receives a six-to-one return on their investment in terms of higher sales when they put ad dollars toward radio. In new research Nielsen says telecommunications companies get better than twice that rate of return. It pegs the ROI at 14-times. To complete its analysis, the measurement company worked with Katz Radio Group to track the impact for five telecom companies, one of which used radio during the first quarter of 2014. That commercial flight data was married with Nielsen Catalina consumer purchasing data that pulls together the credit and debit card transactions of more than 125 million adults. “The results showed that radio delivered $14 dollars in incremental sales for each dollar invested in advertising,” Nielsen reports. The 14-to- 1 metric can be looked at in an even less abstract way. The telco advertiser spent roughly $15.3 million dollars during the three-month period. The listeners who were exposed to the radio campaign spent $210 million more on the company’s products than if they had not been exposed to the radio ads, the new research shows. Nielsen says there was also a “meaningful lift” in how much consumers who heard the radio spots spent. Those who heard the commercials spent an average of $8 more per month than consumers who weren’t exposed. The impact was twice as big among Millennials, who spent an average of $16 more after hearing the radio ads. Telecom was radio’s second largest ad category last year with four of the top 10 advertisers coming from the highly competitive category. It’s been a year since Nielsen released its first set of radio ROI data and executives think it’s slowly changing the conversation about radio. “It’s a slow process and the perceptions do not change overnight,” Entercom CEO David Field said on a recent conference call. “But we think there’s a great story there and radio, over time, will accelerate going forward.” Milwaukee morning show ventures into subscription-based content. Milwaukee’s top-rated morning show is taking a deep dive into on-demand content. Market vets Bob and Brian, of Saga rocker “102.9 The Hog” WHQG, have relaunched their website, expanding into video podcasts, archived audio and, for the first time, subscriptions. The show now produces new video podcasts five times a week, with original material from the hosts talking about topics like “drinking wine without being an A-hole” and an “ode to the porcelain throne.” Not repurposed from the radio show, the videos are recorded exclusively for BobAndBrianWorld.com. Optimized for different devices, the revamped site offers daily downloads of the previous five radio shows in their entirety. There’s searchable access to newly-digitized short-form audio clips from the duo’s 34-year history in Beer Town — 150 clips so far with more added each week. Designed for the super fan, the content is available for an automatically-renewing subscription of $4.99 per month, or $43.99 per year. Non-subscribers get a free weekly newsletter and can access the premium content for a limited trial period. The digital expansion leverages the show’s decades-long [email protected] | 800.275.2840 PG 1 NEWS insideradio.com FRIDAY, APRIL 3, 2015 popularity in the market. Bob Madden and Brian Nelson started on the station in July 1987, when it was known as “Lazer 103” WLZR. More recently they’re the top-rated morning show among persons 25-54, according to Nielsen. “We’re now not only on your radio, we’re on your phone, your tablet, your laptop and your desktop,” said Brian Nelson. “We’re not yet able to appear as holograms in your bedroom, but that would just be creepy anyway.” Listeners cast as ‘thugs’ in morning show videogame. The morning team at Greater Media rock WRIF, Detroit (101.1) is going the distance to make listeners part of the show — in all its manifestations. Dave & Chuck The Freak are qualifying listeners to become characters within the gameplay of the video game built around their show. Their Kick Ass Game app features the hosts working their way through levels of the game to save co-host Lisa Way from the app’s villains, who are manifestations of morning show characters like Asian rapper Vanilla Rice and the Evil Mayor of Detroit. Now the show will pick listeners to be featured as “thugs” trying to stop Dave’s and Chuck’s characters from beating the final level. The selected fans will meet with game developer Red Piston to have their likeness put into cartoon form and record their voices for their role in the decidedly old- school video game. Listeners can qualify via the game app itself or by listening to the morning show. “We try to involve people in our show every way possible — podcasts, apps, our daily Facebook updates and Twitter,” co-host Dave Hunter says. Available as an app for iPhone and Android users, Dave & Chuck The Freak’s Kick Ass Game sells for 99 cents in the iTunes and Google Play Stores. The updated app is scheduled for release next month. Watch a trailer HERE. Veteran talent and timeless music are the ingredients for Philly ratings surge. How does an already strong classic rocker rise from sixth place to third in one year with a 6.2 share (6+) in a top ten market? For Greater Media’s WMGK (102.9), it involved making better use of veteran air talent synonymous with Philadelphia rock radio for, in some cases, decades: John DeBella, Debbi Calton, Andre Gardner and Ray Koob. “That’s a huge asset that was underutilized a bit,” says PD Bill Weston, who’s programmed both WMGK and rock sister WMMR since January 2014. New contesting and promotions were designed so the jocks could “connect on a more personal level with the listeners.” More often than not, the passion point revolves around timeless music. A Classic Rock Fan of the Year contest asks listeners to upload a selfie of themselves posing with classic rock albums to win a Las Vegas getaway. Weston says it borrows from late, great programmer John McGhan’s “Think like a fan, make everyone a star” philosophy. “It allows the listener to brag about their album collection or their most cherished ticket stub,” he says. “People love telling those stories.” Billboards and direct marketing are part of the recipe, along with a strong support staff and regular music research — the cluster has its own research director. Centered in the ‘70s, the music remains broad-based but tight, with just a hint of the station’s classic hits past: Billy Joel and Elton John riding shotgun with Zeppelin and Aerosmith. Classic rock’s multi-generational appeal helped WMGK rank first in persons 35-64 for the past two monthlies while being competitive in 18-49, where it ranked seventh in February. Up quarter for Liberman Broadcasting. It was a strong end to 2014 for Liberman Broadcasting’s radio unit. The company reports pro forma radio revenue jumped 5% during the final three months of the year. “This performance was driven by an increase in the Houston market, offset by revenue declines in Dallas and Los Angeles,” COO Winter Horton told investors during a conference call. Overall, Liberman’s total revenue during the quarter rose 4% with gains at its Estrella TV network as well. For all of 2014 Liberman says its 17-station radio division saw pro forma revenue hold essentially steady, rising just 0.3%. Winter also told investors the Hispanic Broadcaster recently brought a new style of regional Mexican music to “El Norte 107.9” KBOC, Dallas, describing it as an uptempo mix of saxophone-heavy Nortena music. The company also disclosed it refinanced its senior debt in December pushing back its next maturity date to 2019. “Those transactions resulted in a simplified balanced sheet and will result in cash interest savings of $2.5 million in fiscal 2015,” chief accounting officer Rahul Thumati explained. [email protected] | 800.275.2840 PG 2 NEWS insideradio.com FRIDAY, APRIL 3, 2015 Mobile ad-spending milestones forecast for 2016. Any doubts broadcasters may have about investing time and resources in mobile could well be erased by a new mobile ad spending forecast. The global mobile ad market will hit two major milestones in 2016, according to new figures from eMarketer, surpassing $100 billion in spending and accounting for more than 50% of all digital ad expenditure for the first time. The two top global markets, the U.S. and China, will account for much of the growth. U.S. advertisers are expected to spend $40.24 billion next year to reach consumers on tablets and mobile phones, more than doubling the total from 2014. Driving the growth is the continued proliferation of mobile devices. The number of smartphone users will surpass two billion next year. Tablets are growing slower but are still expected to exceed one billion worldwide in 2015. “The proliferation of these mobile devices across the world is driving the shift in advertising from the desktop to reach these untethered, always-on consumers,” eMarketer says in a new report. Pre-roll video goes interactive. Pre roll video is so 2014. That’s according to a new analysis by the video advertising company Innovid. It found that interactive pre-roll ads are more likely to be viewed all the way through.