Radio and the Perfect Match

A wrong advertising decision this holiday season could make or break your business.  There is just no room for error.   You’ve made the smart choice to use Radio.  What can you do to boost your confidence that each dollar you spend in our medium will be spent effectively?
 
It all starts with finding the right match.  That’s the match between your potential customers and the people that listen to the Radio stations you are considering as advertising partners.  Get it right and your odds of success just went up dramatically.  Miss the match and even the best message in the world may not bring enough customers through your door.  Plenty of listeners will hear your message.  Just not enough who have the greatest potential of being your customers.
 
While every Radio station isn’t right for every advertiser, every station is right for some advertiser.  Are the stations you are considering right for you?  How do you know?  Sure, the size of a station’s audience is important, but who are those listeners?  Do they look like your customers?  Will your commercial message reach the consumers who are most likely to need what you do or you sell?  Are you reinforcing your brand to your existing customers, or are you reaching out to new customers?
 
Most stations can do a very effective job of painting a picture of their audience.  Just ask them!  They can actually show you pictures of their listeners from station events.  They can use the latest Arbitron data to tell you how many people listen, as well as audience characteristics such as:
o   Age
o   Gender
o   Race
o   Socio-Economic Status (income, education, employment)
o   Geography
 
In today’s PPM world, it is more common to find several stations with identical ratings!  But while their audience size may be the same, it is critical to look at the composition of the different audiences.
 
Let’s use a simple example of two stations with the same AQH Rating.  As you can see below, one delivers the advertiser’s audience much closer than the other.
 

 

New York Population

Advertiser’s Target Audience

Station A’s Audience

Station B’s Audience

Male 12+ %

47.9%

78.3%

68.5%

40.4%

Female 12+ %

52.1%

21.7%

31.5%

59.6%

 
 
 
 
 

25-34% of 6+ Pop

13.9%

10.1%

12.2%

20.5%

35-44% of 6+ Pop

16.0%

13.4%

15.0%

16.2%

45-54% of 6+ Pop

16.3%

22.3%

21.5%

14.9%

 
 
 
 
 

Black % of 6+ Pop

17.6%

60.3%

65.2%

85.3%

Hispanic % of 6+ Pop

21.8%

31.2%

25.0%

9.2%

Other % of 6+ Pop

60.6%

8.5%

9.8%

5.5%

 
 
 
 
 

5 Boroughs 6+ Pop %

45.3%

67.3%

58.7%

49.9%

New Jersey 6+ Pop %

29.9%

32.7%

36.8%