Cumulus Media | Westwood One’s Audio Active Group releases its comprehensive analysis of the NFL postseason audience using 2022 data from Nielsen Scarborough USA+ and MRI Simmons USA. WWO says, “The data revealed that the AM/FM radio audience is far more passionate about football compared to the more casual sports fan found in the TV audience.” Westwood One is the official network radio partner of the NFL, and this year’s Super Bowl coverage marks the 50th time that the network will broadcast the game. Some of the key takeaways from this study are: 1) NFL postseason AM/FM radio listeners are a desirable group of consumers: They are more likely to work full time and have higher disposable incomes compared to NFL postseason TV viewers; 2) The NFL postseason AM/FM radio audience is more engaged with sports: MRI Simmons finds NFL postseason AM/FM radio listeners attend more sporting events, seek out sports information on their phones more often, and play more fantasy sports than NFL postseason TV watchers. The higher levels of engagement translate into greater advertising effectiveness; and 3) NFL postseason AM/FM radio listeners are more likely to make purchases across key consumer categories: Compared to the NFL postseason TV audience, AM/FM radio delivers more consumers who are likely to buy a new or used vehicle, start a new business, or hire a financial advisor. You can see the complete report here.
By Steve Lapa
Lapcom Communications Corp
Is it just me, or has packaging become a lost art?
What was once a go-to revenue builder, has become a function of muscle memory and is presented with the enthusiasm of watching paint dry. Am I getting at least a “maybe?” If so, and you feel like the packaging treadmill is going to wearing you down, let’s regroup. For the manager and ultimately the seller, every package must answer four basic questions:
- That is the (revenue) goal?
- What is the timeline?
- What is the unique factor?
- If it fails to sell, do we drop it or revise?
Now let’s review the 10 basic packages:
- New Business. You should have a simple new business package available each quarter that can either be sold as is or serve as a start point.
- Event Tie-In. Like the title says, this package will help your advertiser benefit from an event your station is tied into or sponsoring.
- New On-Air Talent. This is where you show the value-based opportunity to work with a new talent in your lineup.
- Special Programming. Every radio format will run a special program of some kind during the year. From election coverage and exclusive interviews to countdowns, just package and sell.
- Slow Season. Is there a special package offered on a limited basis to help power through when business hits a red light?
- Sports. Needs no definition, just a little updated creative thinking.
- Calendar Holidays. This is the gift that never stops giving. Mother’s Day, Christmas, Valentine’s Day, Thanksgiving, come every year. What’s new in your package?
- Base Programming. News, Traffic, Weather, if your radio station offers the basic service elements, talk to your programming people for new packaging ideas.
- Emergency Programming. With direct coordination of programming, emergency programming offering special weather, disaster or other community-oriented programming can always open a new door. Remember this type of programming is always a spotlight for radio’s immediacy.
- Bundling your digital and social media assets can help move the needle with local advertisers. I’m not advocating a giveaway, just suggesting competitive thinking in the fast moving, high growth digital advertising universe.
Back to where we started. This is the simple takeaway: Packaging is the art and science of selling with a value component that easily answers the question, “Why buy now?”
Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: Steve@Lapcomventures.com
Ranking the Top Podcast Genres for the third quarter of 2022, Edison Research says that Comedy remains the genre most consumed by weekly podcasts listeners, based on audience size. Edison says its research indicates that #2 genre was Society & Culture (up from #3 in Q2 2022); #3 was News (down from #2 in Q2 2022), followed by True Crime at #4, Sports at #5, Business at #6, Arts at #7, History at #8 (up from #11 in Q2 2022), Religion & Spirituality at #9 (up from #10 in Q2 2022) and Education at #10 (down from #9 in Q2 2022). Podcasts are classified according to the self-identified genre submitted by the podcast to Apple Podcast API. Nineteen genres are identified as having at least one percent reach among those in the U.S. age 18+ for Q3 2022.