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Insideradio.Com 800.275.2840 MORE NEWS» insideradio.com THE MOST TRUSTED NEWS IN RADIO WEDNESDAY, SEPTEMBER 9, 2015 Big Spend Gives Dollar Shave A Winning Edge. Much the way Weather Tech made itself the go-to brand name for car mats—thanks to ubiquitous radio advertising—Dollar Shave Club is now parading No. 2 razor cartridge ranking, behind perpetual leader Schick. After only three years in business, and with an assist from radio, the online vendor reports its July volume reached 2.2 million, surpassing the cartridge customer share of Gillette, according to AdAge. Dollar Shave Club launched a major national TV ad push in November with its slapstick-branded ads, after its launch via an online video that went viral. AdAge reports July online sales of $16.3 million, more than double the $7.7 million recorded in October, before the ad campaign began, and nearly triple the club’s sales a year ago. The brand is also a fan of radio. Among its successes are a series of 2013 Father’s Day ads starring CEO Michael Dubin. He told Adweek then that, “local radio has played a huge role in growing [our] customer base.” Dollar Shave Club remains an unabashed radio user. The company ran a total of 8,209 spots on radio stations tracked by Media Monitors from Aug. 1- Sept 8. Among the male-targeted formats on the buy are sports, classic rock, alternative and news/talk. More than 25 stations aired at least 100 spots during this period, including sports talkers such as iHeartMedia’s KGME, Phoenix (910); Alpha Media’s “750AM The Game” KXTG, Portland; Pike`s Peak Trust sports KKFN, Denver (104.3); and Total Austin Sports Radio’s “The Horn 104.9 FM” KTXX-FM, Austin. The brand exponentially boosted its ad spend in 2015. According to Kantar Media, Dollar Shave Club shelled out more on total media advertising in the first quarter ($10.76 million) than in all of 2014 ($6.78 million). Diversity Key In FCC’s AM Filing Issue. Lawmakers are joining the growing chorus calling on the Federal Communications Commission to open a special FM translator filing window exclusively for AM broadcasters. A dozen members of the Congressional Black Caucus, including all five members of its leadership, have signed a letter to FCC chair Tom Wheeler in support of an AM- only filing window. Calling AM radio “the most diverse communications service in America,” the Sept. 2 letter calls the legacy radio band “a crucial outlet for African-American listeners to access the information and entertainment that is most relevant to their communities.” The letter enumerates the tough economics and technical challenges AM operators face. As the Commission prepares to release the details of its long-awaited AM revitalization initiative, the CBC says it’s concerned that the agency may “reverse course” on an AM-only application window, which it calls the “most promising” way to breathe new life into the band. FM translators enable clear reception and extended broadcast hours, the letter states, which have allowed some minority-owned stations “to attract more listeners and advertisers and improve their economic stability.” But translators are a scarce commodity and too few minority-owned broadcasters have the wherewithal to participate in the costly bidding wars that accompany their availability. An AM-only window “would provide every AM broadcaster an equal opportunity to obtain a translator” and lead to “a more diverse broadcasting system,” the lawmakers say. The letter from the CBC members follows a similar Aug. 31 letter from the CEOs of 50 minority-owned AM radio licensees and stations that was sent to the Commission. The National Association of Broadcasters issued a statement in support of the filing window, saying it would “strengthen the ability of minority-owned radio stations to expand their reach and provide new services to a wider audience.” Pats Set For Even More Radio Ratings Yardage. The long ordeal over under-inflated footballs was credited with lifting listening to sports talk radio. But a federal court judge’s nullification of the National Football League’s four-game suspension of New [email protected] | 800.275.2840 PG 1 NEWS insideradio.com WEDNESDAY, SEPTEMBER 9, 2015 England Patriots quarterback Tom Brady—just in time for the start of the 2015-16 season—gives the team’s radio partners something to cheer about. The reigning Super Bowl champs brought an average in-game share of 34.5 among men 25-54 to CBS Radio’s “98.5 The Sports Hub” WBZ-FM during the 2014-15 season, according to Nielsen data. That ranked the Patriots at No. 10 out of 30 NFL teams in audience share. It also dwarfed some of the team’s big rivals’ numbers in their own home demos— the Indianapolis Colts pulled a 6.9 share in the demo, the New York Jets attracted an 8.5 and the Miami Dolphins a 10.1. NFL ratings are mighty high in the diehard New England market, but the Patriots are a potent audience driver well beyond Boston. The Patriots Radio Network encompasses more than 40 stations across seven states. Having Brady back in the pocket for tomorrow night’s season opener against the Pittsburgh Steelers creates powerful event programming for WBZ-FM and its affiliates. Patriots fans stretch from coast to coast, including more than just the folks who root for winners—during the 2014-15 season, the team was the league’s fourth-biggest TV draw, with an average 21.7 million viewers and a 12.9 household rating in its seven nationally televised games, according to AdAge. And the Patriots’ ratings performance in national TV games beat the average delivery for all 70 nationwide broadcasts by two full ratings points. Travelers Prefer A Dip In Local Radio Waters. Vacationers actively search out radio stations in their destination towns, according to a new study from Kelly Music Research, which surveyed 500 individuals aged 15-54 about summer travel, station preferences and listening while on 2015 summer road trips. With an eye on markets that see significant summer upswings and downturns in population, the analysis found that while 79% prefer their hometown stations over those they find in business or vacation travels, a robust 63% of travelers do most of their listening to local radio stations in their destination cities. Only 8% said they preferred streaming hometown stations while away. “Even in this age of technology where users can stream their favorite hometown station anywhere in the world, many choose to enjoy the local market flavor, and that includes the local radio stations,” Kelly Music Research said. In addition, 23% of those surveyed say they utilize streaming audio services such as Pandora or Spotify on the road, while 6% play iPods, CDs or nothing at all. Other notable numbers—50% of respondents age 15-24 prefer streaming (11% stream hometown stations and 39% stream some another source); country listeners are most apt to listen to local radio stations when traveling (73%) and alt rock fans are most likely to stream (54%). Kelly points out that “unfortunately for radio stations in popular destination towns, travelers are not included in ratings. Based on our findings, if vacationers were included in listening surveys, stations in destination towns would likely see a noticeable spike in the summer months.” Competitive Info: Media General Adds Meredith. Media General, which owns or operates 71 television stations nationwide, reached a deal Tuesday to acquire Meredith Corp. for $2.4 billion in cash. Media General is also absorbing debt, making the total value of the deal $3.1 billion. The combined company will own 88 TV stations in 54 markets. The deal marks Media General’s return to the print business, after it sold most of its newspapers to Warren Buffett’s Berkshire Hathaway for $142 million in 2012. Meredith, according to the Wall Street Journal, began as an agricultural publisher in 1902, and now publishes magazines such as Better Homes & Gardens, Family Circle and Eating Well. USA Today notes that live TV viewership has been shrinking; though the reasons are numerous and well documented, USA Today adds the business has lately been roiled by the growing trend of cord-cutting. Meredith’s magazine business faces a similar challenge as readers move from print to digital. Meredith CEO Stephen Lacy, who will run the combined company, said during a conference call Tuesday, “We have upside opportunity to really take the content from the Meredith side and aggressively monetize that into the...digital audience that Media General has built.” Lacy also signaled that Media General will pursue other opportunities for consolidation, including possibly acquiring other companies. But first, to secure regulatory approvals, the new company plans to shed stations in six markets through sales or swaps. Those markets are Portland, OR; Nashville, TN; Hartford-New Haven, CT; Greenville-Spartanburg, SC; Asheville, NC; Mobile/Pensacola, AL/FL; and Springfield, MA. Overall, the combined company will have about $3 billion in annual revenue and a workforce of 9,000 employees. But cuts seem likely—the companies said they expect $80 million in synergies within the first two years. [email protected] | 800.275.2840 PG 2 NEWS insideradio.com WEDNESDAY, SEPTEMBER 9, 2015 Teamwork Could Help Newspapers Scoop Sales. Five of the nation’s largest newspapers are reportedly in talks about pooling their resources in a new effort to pitch national advertisers. Gannett, Advance Publications, Hearst, McClatchy Newspapers and Tribune would collaborate to form a new sales company that would give national advertisers the ability to target readers across 30 major markets, according to the New York Post.
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