Wednesday, June 16, 2010

My New Favorite (Online) TV Show

It stars Alicia Olson-Keating and Mike Mohammed.

Whether your “book” is good or bad, it’s always the best strategy to be the one your local buying community, let alone national and regional buyers, know that they can count on for trustworthy analysis and perspective as ratings come out.

Canada’s largest radio company’s research arm, Astral RadioPlus, shows that they understand this as they have been presenting monthly live webinars on PPM data results for Vancouver, Calgary, Edmonton, Toronto and Montreal.

Here are some takeaways Mike O'Malley and I got out of the latest one (click to read the doc)
1. For example, in Toronto, there appears to be a targeting “hole” right in the “middle,” as the crowd seems to be skewing extremely young and female or male. Is there an opportunity in that bullseye? Or, does the super-serving of each of the four quadrants mean that no one station can possibly cover all the bases?

2. This is a good way for sales to lay out the market for a possible client in a pitch, to help them understand why psychographics and qualitative is important in addition to simple quantative rankers.

3. You can also "station-map" on your "listening to the competition" days, plotting your station and your sharers according to how they sound. Review the map for opportunities as well as “performance vs. intent.” Subjective, but it’s a visually effective self-diagnostic.

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