insideradio · 2015-02-23 · Survey: More marketers using radio for holiday ads than TV. Nine out...
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PG 1 800.275.2840 THE MOST TRUSTED NEWS IN RADIO MORE NEWS» insideradio.com [email protected] | 800.275.2840 MONDAY, DECEMBER 15, 2014 Survey: More marketers using radio for holiday ads than TV. Nine out of ten marketers say they’ll use email marketing this holiday season. But when it comes to traditional media, there’s a surprise in the results of an Experian survey. It shows that more companies plan to use radio than television, 17% versus 15%. Among the 379 marketers surveyed that run holiday-specific campaigns, print and direct mail out-performed the two forms of electronic media. That unexpected finding is most likely explained by how the companies see the media puzzle pieces falling together. Experian found more marketers feel radio is easier to integrate with their email, online and mobile advertising than is television. Thirteen percent of companies said they were using radio as part of a cross-channel campaign. While the Christmas season is a big deal for jewelry stores and toy stores, two-thirds of marketers who took the survey reported they spend 20% or less of their overall budget on holiday marketing campaigns. If the mood of the shopper is any indication, Experian senior analyst Ethan Van Auken says based on its monitoring of consumer sentiment there’s good reason to spend this year. “We’re feeling pretty good – we’re actually at a high point for the last seven years so that is enormous news for anyone looking to sell to the consumer,” he says. The U.S. Commerce Department recently reported a modest 0.5% increase in retail sales last month, which some analysts suggest could mean lower gas prices will help boost holiday shopping. The National Retail Federation projects holiday sales will increase 4.1% this year. Want a piece of the holiday budget? Think summer. Decking the halls may be the furthest thing from your mind during the dog days of summer, but that’s when holiday marketing decisions are made. Experian’s 2014 Holiday Marketer Report shows more marketers begin their planning for the Christmas season in August than any other month. More than a quarter of those surveyed said the end of summer was their crunch time, with another 18% saying their planning cycle begins in June and July. By the time October and November arrive, every single marketer says their planning is already underway. But that’s when a different crunch time arrives – the launch of holiday-themed advertising. “These first [ads] really happen in the first couple weeks of November,” Experian’s Elaine Yavorcik says. The survey shows 43% of marketers in the U.S. and Canada planned to start deploying their holiday campaigns between November 1 and 15 – showing more marketers are going early with the ads. That’s a 65% jump from a year ago. About one-in-five start their holiday marketing in the second half of the month. Live reads can lose their luster when caught up in client battle. The battle between a pair of competing Nashville jewelry retailers is illustrating the potential dangers of live read ads. Cumulus Media has found itself caught in the middle of a seemingly no-win situation between two of its clients and is now defending itself in court. Service Jewelry says it bought “hundreds of thousands of dollars” in advertising from Cumulus since 2007, using personal endorsements from “Super Talk 99.7” WWTN late-morning personality Michael DelGiorno. It credits those live reads for allowing the store to “build -News/talk is 2014’s top radio format NEWS INSIDE >>
Transcript of insideradio · 2015-02-23 · Survey: More marketers using radio for holiday ads than TV. Nine out...
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MONDAY, DECEMBER 15, 2014
Survey: More marketers using radio for holiday ads than TV. Nine out of ten marketers say they’ll use email marketing this holiday season. But when it comes to traditional media, there’s a surprise in the results of an Experian survey. It shows that more companies plan to use radio than television, 17% versus 15%. Among the 379 marketers surveyed that run holiday-specific campaigns, print and direct mail out-performed the two forms of electronic media. That unexpected finding is most likely explained by how the companies see the media puzzle pieces falling together. Experian found more marketers feel radio is easier to integrate with their email, online and mobile advertising than is television. Thirteen percent of companies said they were using radio as part of a cross-channel campaign. While the Christmas season is a big deal for jewelry stores and toy stores, two-thirds of marketers who took the survey reported they spend 20% or less of their overall budget on holiday marketing campaigns. If the mood of the shopper is any indication, Experian senior analyst Ethan Van Auken says based on its monitoring of consumer sentiment there’s good reason to spend this year. “We’re feeling pretty good – we’re actually at a high point for the last seven years so that is enormous news for anyone looking to sell to the consumer,” he says. The U.S. Commerce Department recently reported a modest 0.5% increase in retail sales last month, which some analysts suggest could mean lower gas prices will help boost holiday shopping. The National Retail Federation projects holiday sales will increase 4.1% this year.
Want a piece of the holiday budget? Think summer. Decking the halls may be the furthest thing from your mind during the dog days of summer, but that’s when holiday marketing decisions are made. Experian’s 2014 Holiday Marketer Report shows more marketers begin their planning for the Christmas season in August than any other month. More than a quarter of those surveyed said the end of summer was their crunch time, with another 18% saying their planning cycle begins in June and July. By the time October and November arrive, every single marketer says their planning is already underway. But that’s when a different crunch time arrives – the launch of holiday-themed advertising. “These first [ads] really happen in the first couple weeks of November,” Experian’s Elaine Yavorcik says. The survey shows 43% of marketers in the U.S. and Canada planned to start deploying their holiday campaigns between November 1 and 15 – showing more marketers are going early with the ads. That’s a 65% jump from a year ago. About one-in-five start their holiday marketing in the second half of the month.
Live reads can lose their luster when caught up in client battle. The battle between a pair of competing Nashville jewelry retailers is illustrating the potential dangers of live read ads. Cumulus Media has found itself caught in the middle of a seemingly no-win situation between two of its clients and is now defending itself in court. Service Jewelry says it bought “hundreds of thousands of dollars” in advertising from Cumulus since 2007, using personal endorsements from “Super Talk 99.7” WWTN late-morning personality Michael DelGiorno. It credits those live reads for allowing the store to “build
-News/talk is 2014’s top radio format
NEWS INSIDE >>
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brand recognition and reputation” in the market. The trouble began after a local TV station ran an investigation questioning the quality of diamonds at rival Genesis Diamonds. That’s when DelGiorno allegedly referenced the TV report during his live read for Service Jewelry. The store had wanted him to casually mention the news story, even listing it in their pre-approved talking points, which suggested DelGiorno direct listeners to check out the TV station’s website for the story. But as live reads are designed to do, DelGiorno expounded and he specifically named the competitor. As to be expected, Genesis – which spends more money on advertising – wasn’t happy and Service’s complaint says it led Cumulus to repeatedly air an apology to its client. The apology said DelGiorno was simply using “very strong and disparaging comments” given to him from another store. That set off its rival, who alleges WWTN was “kowtowing” to a big client after “bungling of its live commercial reads.” In a lawsuit filed in U.S. District in Nashville, Service Jewelry is seeking unspecified damages. Cumulus has denied all the allegations in its response to the suit, noting that the account executive involved no longer works for the company.
News/talk is 2014’s top format, but its lead is shrinking. Despite consistently declining year-over-year ratings, news/talk remained radio’s top-rated format among listeners aged 6+ in 2014, but its lead over the competition has grown smaller with every passing year. CHR and country are both within striking distance of dethroning the format, according to a new ratings analysis from Nielsen of the 48 PPM markets. In fact, both did that briefly this year. Country took the top spot in June and July, sharing the honors with CHR in July and pushing news/talk to third. Before June, news/talk had been No. 1 in every non-holiday PPM monthly since at least January 2011. It’s been an up and down year for country. Reaching its all-time 6+ PPM peak in June, country ended the year with four straight months of declines. The other headline from Nielsen’s new ranker of the year’s top formats is the growth of hot AC, especially among listeners aged 18-34, where it has moved up from fifth to third this year. CHR continued to dominate both in its core 18-34 cell (12.3) and in the more compressed 25-54 Money Demo (9.0).
FCC greenlights E.W. Scripps-Journal merger. Journal Communications and E.W. Scripps are one step closer to consummating their marriage. The FCC has approved transfer of control of Journal’s television and radio station licenses to Scripps, conditioned on divestitures that include the sale of Journal’s “Classic Country 92.3” KFTI-FM at its grandfathered cluster in Wichita. The mega merger will see the two companies merge their broadcast operations into a company that retains the Scripps name. The combined newspaper assets will be spun off to form a new publicly traded company called Journal Media Group. In approving the deal, the commission notes that “it eliminates all existing and potential newspaper-broadcast cross-ownership combinations, while creating a new, rule-compliant radio-television combination in only one market.” The transaction is subject to approval by Scripps and Journal shareholders and is expected to close in the first half of 2015.
Nielsen and Saga settle lawsuit over alleged ratings piracy. Nielsen Audio and Saga Communications have reached a settlement in the measurement provider’s lawsuit against the broadcaster over alleged copyright infringement. Saga was accused by what was then Arbitron of violating its copyrights by illegally obtaining copies of ratings data between September 2010 and 2012, copying the information, and circulating it among staff. The company has denied the allegations. Now a federal court filing shows all claims and counter-claims between the two parties against each other have been “dismissed
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with prejudice,” meaning Nielsen can’t file another lawsuit against Saga based on the same grounds. In early November, Saga indicated it was close to settling with Nielsen, saying it had set aside $2.8 million as it expected to enter into a licensing agreement by the end of the year. If the deal follows the model of two other Nielsen settlements with Renda Broadcasting and L.M. Communications, it would also include the return of Saga to subscriber status after living without ratings data for more than six years.
Eastlan adds out-of-market cell phones to its ratings samples. Small and medium market ratings firm Eastlan Ratings reports that 5.6% of the cell phone users who participated in its Fall survey reported their primary cell phone as having an area code from outside the market. Not surprisingly, Eastlan found radio listeners in markets with a significant student population had the highest percentage of out-of-market cell phones. Gainesville/Ocala had 13.2% of all cell phone users reporting out-of-market area codes. Other markets with higher than average penetration included State College, PA (11.4%) and Columbus, GA (11.2%). Keeping up with the growing number of Americans who rely on their cell phone as their primary (or only) phone has become crucial for ratings companies to recruit samples that accurately reflect the markets they measure. It’s especially important for Eastlan, which relies on telephone-recall methodology as its primary measurement instrument. One way Eastlan is getting out-of-market cell users to participate is through the use of e-diaries, which it added in its spring survey to boost participation among younger demos. The portion of survey respondents that Eastlan recruits electronically has the choice to participate via the e-survey or through a callback on their cell phone.
CBS Radio’s ‘Night Before’ Super Bowl concert series goes country. Last year it was rock in New York, this year it’s country in Phoenix. CBS Radio’s second annual “The Night Before” pre-Super Bowl concert is set for January 31, 2015 at the US Airways Center. Last year the company put the Red Hot Chili Peppers in Brooklyn’s Barclays Center the night before the Big Game. But with the Super Bowl being held in a big country market like Phoenix, the 2015 “Night Before” event is headlined by three of Music Row’s biggest acts: Jason Aldean, Dierks Bentley and Florida Georgia Line. Phoenix native Bentley made the official announcement Friday morning on country KMLE-FM. It’s the latest event orchestrated by SVP of strategic events and partnerships Amy Stevens, who joined CBS Radio from Madison Square Garden one year ago. The former marketing director for modern rock KROQ-FM, Los Angeles (106.7) has focused on creating somewhat unorthodox events, like putting acts in an unusual venue or connecting sports with music. In a partnership with Bud Light, CBS will jet station and Radio.com contest winners to Phoenix to see the concert and attend the game. Stevens says events represent a “tremendous growth area” for CBS Radio. “I came here with the vision that everything should be an outstanding experience and hopefully a little magical – for the fans and the artist,” she says. In June, the company shut down Ellis Island for a private concert with Ed Sheeran for 1,000 contest winners.
Inside Radio News Ticker… Donovan joins Pettengill in mornings at WPLJ… New York morning man Todd Pettengill is getting his first co-host since Scott Shannon left in February. Jayde Donovan will join Pettengill at Cumulus Media hot AC WPLJ (95.5), starting January 5. Donovan arrives from Cox Media Group CHR “Hot 101.5” WPOI, Tampa where she anchored “Hot Mornings with Jayde.” With Donovan’s arrival next month Pettengill’s show is renamed “Todd and Jayde (In the Morning).” Donovan has juggled TV work with morning radio in Florida. She was a correspondent for “Fox 13” WTVT in Tampa, hosting the weekly segment Hot Happenings on “Good Day Tampa Bay” and daily segment Hot Dish on “Dish Nation.” She also hosted “The Cue” on Orlando’s “Fox 35” WOFL while co-hosting “Johnny & Jayde in the Morning” on iHeartMedia CHR “XL-106.7” WXXL… Columbia, SC gets ‘The Beat.’… Unwinding another news/talk AM-FM simulcast, iHeartMedia has launched “100.1 The Beat” on WVOC-FM, Columbia, SC. The station’s previous talk format is now heard exclusively on WXBT (560). Positioned as “Columbia’s Real Hip-hop and R&B,” the station takes on Alpha Media’s “Hot 103.9” WHXT, which ranked fifth with a 5.6 12+ share in phase 2 of Nielsen’s fall survey.
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Are you stuck in the ‘90s? How a B2B website can increase leads and grow revenue. We can probably all agree that the Internet and Google are here to stay, and that they’ve clearly become a way of life. Search engines are the go-to path for researching and making buying decisions--including B2B ones. A 2014 study confirms this by stating that “94% of B2B buyers research online for purchase decisions” with “77% using Google search” and “84.3% checking business websites.”
With this general understanding, and a variety of research to back it up, I often wonder why media companies seem to be one of the last industries to incorporate a B2B website—with quality content—for prospects and customers to easily find and use. Some of the most common benefits I’ve seen to having this online space include:
• Strengthening your brand as a true marketing partner and thought leader• Getting found during the research stage, and building credibility early on, while having more control earlier in the sales
process • Attracting--and even more importantly--educating prospects, which
is what they want!• Shortening the sales cycle• Having the ability to more effectively target, capture, and convert
leads• Creating a place for your salespeople to show off their areas of
expertise and grow their personal brands• Increasing the number of leads that “raise their hand” and request
to be contacted
If you only have radio station websites aimed at the listener, then 2015 is a great time to leap out of the ‘90s and into the 21st century. Having a B2B website that answers your prospect’s questions is absolutely key. Your prospects and customers expect it, and they’re starting to demand it. The question is whether they’ll find you online… or your competitor. For more information, visit http://salesctr.me/1so8sVP. (Contributed by Dani Buckley, Inbound Marketing & Sales
Consultant at LeadG2)
5 “Dont’s” When Contacting New Advertising Prospects:It can be kind of nerve-wracking that first time you contact a brand new sales prospect. You know what you want to achieve, and the last thing you want to do is make a poor first impression. So what should you avoid doing to get it right? Here’s a list of 5 DON’TS when contacting new prospects for the first time:
1. Don’t lead off by going on and on about your radio station. This is the time to ask questions and listen to the answers.
2. Don’t call without knowing your prospect’s business and audience. Learn about your client, their business, their audience, their mission. You can’t offer them advertising solutions if you don’t know anything about them.
3. Don’t talk too much. Sure, contacting new prospects is a little stressful, but don’t start filling up the silences with an info-dump. Ask good questions and let the prospect tell you what they want. This is your chance to learn their pain points and goals.
4. Don’t use the line, “I’m just checking in.” Why? Because it’s been used before, about 10 million times. When you call or leave a message, give the prospect some useful information about their market, for example. Be memorable!
5. Don’t call a prospect without having a good idea for them. If you want to be successful and secure that new prospect, you need to study them and understand how you can help them. Give them some really good ideas on that very first connection to help them attain their goals or solve one of their problems and you’re on the road to building a strong business relationship. (Contributed by Carl Landau, Niche Media)
Great ideas and products featured in Must Read Monday come from innovative companies, sponsors and our greatest resource – our readers! If you have a success story or idea to share, email: [email protected]
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