Campaigns were assigned to the four types of schedules: light, very light, medium, and heavy. Media Monitors captures every ad run on thousands of American radio stations.ĭuring the first week of August 2020, 183,425 commercials were run on 1,685 monitored radio stations in 99 markets. To understand the prevalence of the four types of schedules, Doug Hyde, Senior Director, National and Local Insights at CUMULUS MEDIA | Westwood One, conducted a Media Monitors analysis of AM/FM radio advertising in 99 markets during a week. What kinds of campaigns are actually being run? The gap between perceived and actual ads needed highlights the importance of providing benchmarks and guidelines. Heavy schedule: Both agencies and AM/FM radio sellers underestimate the number of ads needed.Medium schedule: Both agencies and AM/FM radio sellers underestimate the number of ads needed.Very light/light schedules: Agencies and AM/FM radio sellers correctly agree on the number of ads needed.What number of weekly ads did agencies and sellers think were required to achieve each of four schedules? In a survey of 334 agencies and AM/FM radio sellers conducted this fall, respondents were asked how many weekly ads would be needed on a station to achieve four levels of station reach based upon the following potential schedule scenarios – very light, light, medium, and heavy. Perception: Agencies and AM/FM radio sellers align on the number of ads needed for light schedules but underestimate the numbers of ads needed for medium and heavy campaigns The formulas to calculate the four schedules in PPM markets are indicated below. The same number of ads by format can be run in the PPM markets. Nielsen’s PPM markets generate much higher radio station turnovers due the larger cumes reported by the meter. Portable People Meter (PPM) markets turnover: The same number of ads are required yielding different amounts of reach and frequency T he number of ads needed to achieve each of the four levels of radio station reach varies by AM/FM radio programming format For a heavy weekly campaign, multiply the turnover by 3.4. For a medium schedule, double the turnover. To determine the number of ads needed for a very light schedule, take half the turnover. Turnover is a helpful ratio to understand how many commercials, promos, or song spins are needed to reach a station’s audience. There is no such thing as a good or bad turnover. Stations with lower turnovers have higher time spent listening. Stations with high turnovers have lower time spent listening (TSL). The greater the turnover, the more ads needed to reach the audience. Turnover is a ratio that represents the number of groups of people that make up a radio station’s audience. Think of the average quarter-hour audience as the number of people reached by one commercial. The average quarter-hour audience is the number of people listening to a station in a typical fifteen-minute period. The cume refers to the number of different people reached by a station in a week. Turnover is calculated by dividing a radio station’s cume by its average quarter-hour audience. Turnover is the audience metric that determines how many ads are needed to run on a radio station Nielsen reach and frequency reports show the number of weekly ads needed for each of the four campaigns on a typical radio station Heavy schedule: A major sales event or product launch where many people are reached very frequently.Medium schedule: A general sales event or promotional campaign where a good number of listeners are reached often.Very light and light schedules: Ideal for advertisers who want a maintenance campaign with modest levels of reach and frequency.Using these reach levels as scenarios, the tiers are defined as very light, light, medium, and heavy. Yet determining the amount of activity needed to reach consumers is anything but easy.ĬUMULUS MEDIA | Westwood One and the Radio Advertising Bureau partnered to determine and set guidelines based on four campaign goals that range from 34% reach to a 78% reach of a station’s audience. The role of advertising is to increase the chance that people will choose your brand by making the brand easy to think of and easy to buy. One of the most frequently asked questions is, “How many ads should I run per week?” The answer always starts with, “That depends. The Radio Advertising Bureau (RAB) fields questions daily regarding research, best practices, promotional ideas, and more. Author: Annette Malave, SVP/Insights, RAB
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