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After a year of isolation and trepidation, it is clear we are seeing a light at the end of the pandemic tunnel. To be sure, we are still in a tunnel, but a return to some semblance of normalcy is not far off.
Of many things we have been deprived during this crisis, live entertainment is surely near the top of the list. This is something we all share, but it is also an opportunity that radio has exploited for many years.
For the past year, radio broadcasters, like most media outlets, have been playing defense. Now is the time to switch from defense to offense, and take advantage of new opportunities.
Why is this?
It appears that the economy is improving. The COVID relief package, which has been approved by Congress, will result in added dollars in most Americans’ pockets. Many will quickly spend that newfound money. Make sure your advertisers are prepared to compete for those dollars.
The recently unveiled survey results of the Infinite Dial 2021 produced a revealing statistic. The radio industry must acknowledge that we are potentially losing one of our most precious commodities – time.
The annual Infinite Dial studies are a treasure trove of valuable information. One particularly eye-opening statistic was the amount of time consumers spend each week with online audio.
For programmers, there are numerous ways to judge success. However, success is limited if the programmer does not know the ultimate potential. The size of the pie is the maximum amount you can get – is that big enough to be successful? Since it’s nearly impossible to get the entire pie, how big of a slice do you need to declare success?
There are several ways to measure this potential. Let’s focus on demographic and format.
Many questions remain regarding how Nielsen’s headphone adjustment impacts individual radio stations. Last fall, we addressed this new modeling procedure, which was introduced with the October 2020 PPM survey (see here and here). While the headphone adjustment undoubtedly lifts PUMMs (market listening levels), it only results in a positive impact for certain stations.
