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THE MOST TRUSTED NEWS IN RADIO
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Study: Radio ads lift insurance brand. A new advertising effectiveness study from Nielsen demonstrates how radio performs for one of its biggest ad categories: the insurance industry. An eight-city Katz Radio Group campaign for American Family Insurance increased several brand metrics, the study found, including the likelihood to request an insurance quote. The study included listeners aged 25-64 who tuned in to one or more stations airing AFI commercials from November 10 through December 28, 2014 and compared their engagement with the company to listeners who didn’t tune to those stations. The big takeaway: those who heard the campaign were 25% more likely to request a quote from the company than those who didn’t hear it. So-called insurance brand-switchers who were exposed were nearly twice as likely to request a quote, highlighting radio’s ability to influence the company’s best prospects. Beyond lifting quote requests, the campaign raised all key brand perceptions, especially among those seeking new insurance. For instance, those who heard the campaign were 44% more likely to recommend the insurance brand than those who didn’t hear it. There was a 20% increase in the perception that AFI offers competitive rates and is easy to do business with when compared to the control group. “In this study, we saw that radio increased the likelihood that people would recommend the brand to others, and for any marketer, influence is powerful,” Nielsen SVP of Media Analytics Carol Edwards told Inside Radio. Edwards said the study demonstrated the medium’s strength at “clearly communicating the key brand message and attributes,” which in this case were competitive pricing and ease of doing business.
Radio’s role as a branding medium confirmed. Radio is often seen as an inexpensive frequency medium that deliv-ers consumers close to the point of purchase. But a new study from Nielsen and Katz Radio Group shows radio in a new light as a powerful branding medium. The campaign for American Family Insurance drove home the company’s slogan: “Your dream is out there. Go get it. We’ll protect it.” Listeners reached by the campaign were 43% more likely to associate the slogan with AFI than with those who didn’t hear the radio ads. “One of the things we’re finding from this study is that radio is proven to be effective at branding and delivering more than just last minute point of purchase customers,” Nielsen SVP of Media Analytics Carol Edwards told Inside Radio. The study shows how radio can help a client cut through the clutter in a competitive marketplace. “Radio shines in this study, as a strong partner for an advertiser fighting for share of voice in a very crowded category,” Katz Media Group EVP of strategy, analytics & research Stacey Lynn Schulman said. Not only did the program show a lift in engagement with the client, “the various message points were clearly heard, recalled and accurately attributed to the right advertiser,” Schulman said. “That’s a breakthrough solution.” The analysis also reinforces the incremental value radio delivers as part of an integrated campaign with other media. “It demonstrated that people exposed to this campaign on radio increased recall on other media as well,” Edwards said. For example, those exposed to the radio campaign were four times more likely to recall the insurance company’s online campaign compared to the control group.
More radio ROI studies in the pipeline. Studies like the Nielsen-Katz analysis of a seven-week, eight market campaign for American Family Insurance have become increasingly important as marketers demand a better understanding of
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how different media channels and campaigns drive consumer awareness, attitudes, favorability, intent and preference. More studies are in the pipeline. Nielsen tells Inside Radio it plans to follow up analysis it conducted last year that matched PPM listening estimates with Nielsen Catalina purchasing data. The 2014 study was seen as a landmark in showing radio’s return on investment. The new study will shine a light on radio’s performance with four major advertiser categories: Home improvement, quick service restaurants, mass merchandisers, and department stories. Results are expected in July.
Mobile-centric focus pays off for SBS. Digital was the shining star for Spanish Broadcasting System during the first quarter, with interactive billings up a staggering 35% over the previous year. With a young Latino audience, the company has invested heavily in what COO Albert Rodriguez calls a “mobile-centric focus.” All its station websites have been redesigned to be mobile friendly and the company racked up another 40,000 downloads for its La Musica app, during the quarter for a total of 650,000 to date. But La Musica offers more than just SBS station streams. Users can access event-related content from 13 of its top stations and other cross platform content. Live events have become a crucial content and revenue generator for the company’s SBS Entertainment division, which leverages local station relationships with artists. The unit produced 30 events last year and expects to stage more in 2015, including January’s Calibash at L.A.’s Staple Center. A mobile focus gave SBS some impressive digital metrics to tout to investors yesterday: 1.9 million monthly unique users who streamed 7.6 million audio sessions, which delivered 43 million ad impressions per month. SBS has accumulated 3.4 million social media followers. The company reported solid ratings growth in key markets. Flagship tropical “Mega 97.9” WSKQ-FM finished first in New York with 18-34 year-olds. Regional Mexican KSOL, San Francisco (98.9) grew almost 50% during the last few months in adults 18-49. Tropical “El Zol 106.7” WXDJ Miami ranked first among Hispanics in Q1 among adults aged 18-34. Total SBS revenue in the quarter was down 2% in what Rodriguez described as a “mixed advertising environment.” Strongest growth came from the auto, restaurant and general services categories while retail billings declined.
Cumulus promotes 4-leg platform to investors. Cumulus Media’s investor day presentation Monday provides a peek at how the company is selling itself to prospective investors. The company is positioning itself as a four-legged platform, with local, national and digital components along with the Nash lifestyle brand. A recent hiring spree has brought the company its first chief marketing officer (Pierre Bouvard), SVP of brand partnerships (Tommy Page) and VP of social media (Lori Lewis). It also added 14 new managers to its station group, ranging from market managers to regional and local heads of sales. The company claims its 460 local stations deliver a weekly reach of 65 million and stage 1,000 local events. The Westwood One radio network, with 8,500 affiliates and 100 content partners, has completed a nine-month sales force rebuild. But the company’s most ambitious plans revolve around the multi-platform Nash lifestyle brand, which has splintered into four offshoots. In addition to the Nash anchor brand, there are Nash Icon and its sister label with Big Machine Label Group; Nash Icon Classic; and Nash Next, the latter focusing on up and coming acts. Coming next from Nash are the launch of global content portal app, a subscription-based fan club, merchandising and retail, and a Nash Icon tour tentatively scheduled for this fall. The digital play for Cumulus is its partnership with Rdio for which it serves as exclusive ad sales agent. The on-demand streaming music service is preparing to roll out Rdio Live, which would give broadcasters the same types of features, functionality and experience that pure digital services offer, such as album art, track info and the ability for listeners to thumb-up, thumb-down and share tracks.
Is Townsquare Media still a buyer? Townsquare Media is recently blew out the candles on its birthday cake, marking five years since it was created. In the years since, the company was among radio’s most active buyers, growing to 311 stations across 66 markets. But over the past year Townsquare’s checkbook remained in the drawer. “We continue to look at a lot of things in the space, both in radio and events in digital -- right now there is nothing particularly imminent,”
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EVP Alex Berkett told analysts. Townsquare was able to take advantage of the post-recession marketplace, where many owners were underwater with their lenders to build its portfolio. As it looks at other potential deals, Berkett says get-ting the “right price” remains one the key factors in whether to strike a deal. He says they’re also after a strong market position in small to mid-size markets.
DOT throttles radio spend. With Americans getting ready to hit the road for the Memorial Day holiday weekend, the U.S. Department of Transportation is taking to radio to promote a safe driving message. Media Monitors ranks the government agency as the fifth largest volume advertiser this past week, up from No. 40, as the agency increases the frequency of “Drinking & Driving”, “Click It or Ticket”, and “Don’t Text and Drive” themed commercials. The other top advertisers on stations tracked by Media Monitors were Home Depot, with 45,615 commercials, followed by GEICO, Auto Zone (up from No. 12), and Wendy’s. Subway upped its spend, moving from No. 15 to No. 10 with 18,074 commercials.
Webcaster’s dilemma: use grows, but so does the red ink. More than a decade into music streaming the business model for pureplay webcaster remains unproven. While the number of users for the services has grown, no company has yet to turn a profit. Spotify has become the latest to bear this out. The on-demand music service reports $1.2 billion in revenue in 2014, a 45% increase from the prior year. But its losses more than doubled. Spotify had $185 million in net losses last year, up from $68 million in 2013. Losses for a new company aren’t out of the ordinary of course, and Spotify says its own deeper shade of red can be attributed to “product development, international expansion and general increase in personnel.” Payroll grew to 1,354 last year, up about 400 from a year earlier according to regulatory filings. Yet Spotify has been more successful in selling subscriptions than any other streaming music service. A quarter of its users – 15 million – subscribe to the ad-free option. Those users contribute 91% of the company’s revenue. The other 45 million who use Spotify’s ad-supported free version aren’t nearly as valuable, with ad revenue making up just 9% of billings last year. It aims to capture a larger share of the growing video ad market with the expected announcement next week (May 20) that it will introduce a video streaming service.
Wheeler: often-silent station’s future still in limbo. FCC chair Tom Wheeler isn’t making any promises about the fate of country KMFR, Pearsall, TX (1280). In a letter to Rep. Gene Green (D-TX), Wheeler says the station’s delayed license renewal application – it was filed last year -- is still under review. The chairman says the Media Bureau is con-sidering what the next steps will be since KMFR spent more than half of its previous eight-year license term off the air. And Wheeler points out that Barger Broadcasting will face a “very heavy burden” in proving it served the public with that sort of track record. Among the potential outcomes could be a fine against the station, or granting Barger a new license for KMFR that’s shorter than a normal license term. Wheeler tells the Texas lawmaker he’s asked the Media Bureau to expedite the case. MORE.
Students create electronic art piece to promote college station. Think college kids aren’t passionate about radio? Think again. A group of North Carolina State students at WKNC (88.1) spent several months creating a 20-foot wide data-driven electronic display to promote the station. The buildings that make up the landscape, including D.H. Hill Li-brary that houses the station’s antenna and transmitter, light up to the frequency of the music played on WKNC’s audio stream. The scene is also filled with bird-like objects, or boids, to represent each current online listener. Computer science major and WKNC music director Cameren Dolecheck says he and his teammates wanted to use this project to both publicize the radio station and demonstrate the value it has to the campus and community. “A surprising number of people on campus are not aware of WKNC or that N.C. State even has a radio station,” he says.
Alpha to buy Morris Communications. Alpha Media of Portland, Oregon has inked a deal to purchase 36 radio sta-tions from Morris Communications. Morris owns stations in eight markets including; Topeka & Salina, KS; Amarillo, TX; Palm Springs, CA; Anchorage & Wasilla, AK; Grays Harbor-Hoquiam and Wenatchee-Columbia River, WA.
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Looking For The Next Star: NASH Next. Cumulus Media will launch a nationwide country music talent search next month that harnesses social media to help select the winner. Branded as Nash Next, the contest will be promoted on 200 of its radio stations. The grand prize winner will be signed to the broadcaster’s new Nash Next record label.
Big D & Bubba Extend Contract to 2020. Big D & Bubba have signed a multi-year extension that will keep the country morning show with their syndicator, Compass Media Networks, through 2020. The show is heard on 57 radio stations. The pair first teamed up in December 1996 in Baton Rouge, LA. The show won the National Broadcast Personality of the Year Award from the Academy of Country Music in April.
V103 Atlanta ends 23 year NTR event. CBS owned R&B/hip-hop station V-103 (WVEE-FM) and sister talk station 1380 (WAOK-AM) Atlanta are ending their signature annual event ‘For Sisters Only’ this year after a 23-year run. The two-day event was cut to one day in 2013, featuring live music from big name acts such as Ciara, Kelly Rowland, Future, Brandy and Tamar Braxton along with vendors, talks and giveaways from sponsors such as McDonald’s and Verizon. Station general manager Rick Caffey told the Atlanta Journal-Constitution the station is planning another type of event this fall but hasn’t finalized the details. The Power of Radio: Listeners to the rescue in Florida. When a family lost their home to a fire, they thought insur-ance would help them rebuild fast. But a contractor took the money and didn’t do the work. Radio came to the rescue and raised $15,000 with a social media mention. Alyssa De Le Sala’s home was badly dam-aged in a fire that started in her family’s garage two years ago. But issues with a building contractor left the Lutz, FL home still in need of repair. So Alyssa and her brother decided to help their family in whatever way they could. Last week, Alyssa advertised on a local radio show, reading a letter and including a hand-drawn flier that said, “When life gives you lemons, make lemonade.” That old adage is something she took literally. The Kane Show on Alpha Media country WFLS-FM, Fredericksburg, VA (93.3) reported on Facebook that the De Le Sala family “got ripped off in an insurance scam.” Alyssa wrote in a letter to the show, ask-ing for help getting the word out about her lemonade stand. As of Saturday, Alyssa’s Lutz Lemonade raised nearly $15,000. The Tampa Tribune reported that the sheriff’s department has been fielding donated items for the family. The family has a GoFundMe page as well.
GfK: Cell-Only Households Keep Growing. The costs of conducting phone-based research continue to rise as more Americans cut their landline and rely exclusively on their cell phone. The population of cell-only households has grown by 70% since 2010. Data from GfK shows that more than four-in-ten (44%) of American adults live in households with cell phones but no landline telephone. It’s a pace of growth that has implications for not only Nielsen as it attempts to recruit ratings panelists and diary-keepers, but all sorts of research, like callout music tests and format finder surveys. Federal law prohibits the use of random digit dialers to reach cell phones, and that means any attempts to bring those households into a sample is more labor-intensive and costly. For young skewing and Spanish-language stations the stakes are even higher. Two-thirds of Millennials (64%) are without landlines -- and 60% of Hispanics live in cell-phone-only homes, according to GfK. The trend is affecting other demos as well. One-third of Baby Boomers don’t have a landline, and 45% of Generation X is cell-only. Need to hire? Inside Radio offers new classified ad pricing. A radio industry news reader poll conducted last month shows Inside Radio is still the leader with radio industry leaders, reaching more people every day than any other news source. So it makes sense that we’re reaching more professionals that might be a perfect fit for your company. We’ve revised the cost of placing a classified ad in Inside Radio, so if you have openings, we’ll help find the right candidates. Check out the new pric-ing HERE, and as always, you can get a proof sent to you for review. Send your ad to [email protected] for a fast reply.
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qual TALK SHOW MANAGER - BONNEVILLE INTERNATIONALOnly a few radio stations still offer all local celebrity talk hosts, major league daily news coverage, and intensive community
involvement. Do you work at one of them?
Let’s talk about what that might look like.
KSL NewsRadio is hiring a new manager to oversee two daily talk shows with the support of assistant producers. The Executive Producer of Talk will provide the vision and tactics for topic
selection, story arc, production values, and ratings success for the Doug Wright Show and The Browsers. You’ll help develop strategy, coach talent on execution and engagement, and take a key place at Salt Lake’s longtime #1 radio station. We are already maniacs about breaking news and wall-to-wall coverage of breaking stories during
our talk programming. We want your expertise and discipline to develop the showmanship, engagement, and creativity of our hosts.
To be considered, complete a KSL application HERE. Then senda resume and snapshot of your talk philosophy to:
Kevin LaRueProgram DirectorKSL NewsRadio
55 North 300 WestSalt Lake City, UT 84101
By no means do we have all of the answers, so we welcome a critique of opportunities by listening to both talk shows. Seriously,
have at it. Women and minorities are encouraged to apply.
KSL is an Equal Opportunity Employer M/F/D/V and one of the last great radio stations to work at in America.
WASHINGTON DCIf you can lead and manage an integrated team of multi-media news professionals to ratings and audience success across all platforms this is the
position for you.
WTOP is seeking a Director of News and
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Are you the effective team leader we are looking for?
Log on to: www.wtop.com/careers
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Hubbard is an Equal Opportunity Employer.
DIRECTOR OF SALES - MIAMISalem Media Group needs a sales champion with credentials in Hispanic radio to grow and lead a high-powered sales department. You will:
* Develop new revenue sources in Hispanic Christian media* Lead by example with high energy and creativity* Surround yourself with and motivate top talent
Salem’s integrated media platforms provide an ability to super-serve loyal audiences in Christian and family based media.
If you can rise to meet a terrific growth opportunity and lead us to the next level, we should talk.
Email: [email protected] and reference this job: MDOSEqual Opportunity Employer.
