Intelligence

Intelligence

Presenter: Mike Henry

February, 2015

www.paragonmediastrategies.com 7550 W. Yale Avenue, Suite B204 Denver, CO 80227 (303) 922-5600

IntelligenceKEEPING IN TOUCH WITH YOUR AUDIENCE

Grow audience to qualify for Corporation For Public Broadcasting (CPB) grants• CPB only gives money to stations with a minimum audience threshold

• Recently, the bar was raised on the amount of NFFS required to be eligible for the CSG program

• It went from $100,000 to $300,000• Putting CSG monies out of reach of many smaller stations

Provide programming in tune with your audiences’ preferences

• Use programming strategies, ratings, and research to reach your station’s audience potential

Intelligence

How many are already receiving CPB’s CSG grants?

How many are trying for CPB’s CSG grants?

IntelligenceVERTICAL & HORIZONTAL INTEGRATION

If you like this show,

you’ll likely

enjoy this show

If you like this show,

you’ll likely

enjoy this show

If you like this show, you’ll likely enjoy this show

If you like this show..

…you’ll likely enjoy this show

Intelligence

How many use the concept of horizontal programming?

How many use the concept of vertical programming?

How many try to integrate both vertical and horizontal programming concepts?

IntelligenceCONSENSUS THROUGH CHANGE MANAGEMENT

• Don’t rush it

• Create a structure for change management

• Identify and bring in internal thought leaders

IntelligenceRATINGS RESOURCES

Provides:• Daypart ratings results

• e.g. Mon-Fri 6-10 a.m.

• Demographic ratings results• e.g. Women 25-54 or Men 18-24

Public stations can subscribe to the ratings via the Radio Research Consortium (RRC)

Can Provide:• Ethnic data

• e.g. Latino and African-American breakouts

*Nielsen Software packages also can break down Latinos by• Spanish speaking dominant Latino households• English speaking dominant Latino households

Intelligence

How many subscribe to Nielsen ratings through the Radio Research Consortium (RRC)?

IntelligenceRATINGS RESOURCES

When examining custom dayparts, try to use a 4-rating average in diary measured markets and 6-months for Portable People Meter (PPM)

• One-book ratings fluctuate dramatically

Nielsen software packages allow stations to examine custom time periods

• e.g. Mondays 10a-Noon

Software packages are an additional cost above subscribing to the ratings

An alternative ratings service is Eastlan Ratings. • Offers telephone-based rating services for smaller markets

Intelligence

How many use Eastlan ratings?

How many subscribe to PD Advantage or Tapscan ratings software?

IntelligenceSTATION DATABASE RESEARCH

• Sending a survey to your subscribers can provide feedback

• Design survey to measure issues about which you want more information

• Data processing software like Survey Monkey can help you get process the results

• Outside vendors could help in this process

Intelligence

How many conduct in-house database research?

How many employ an outside vendor to do custom audience research for their station?

What kind of research do you do in-house?