Thursday, December 12, 2013

Brand Depth

What drives big ratings success?

Major companies like McDonalds and Burger King, Apple and Microsoft, Coke and Pepsi, GM and Mercedes, etc. research various attribution categories to shine major light on pinpointing consumer perceptions in their respective industries and who their customers really are.

Building far above average rating shares that completely dominate a market aren't as simple as figuring out how many different listener perceived needs one radio station can fill, but thanks to two-decade-old data from Todd Wallace's Radio lndex "Winning Positions 2014" report it's certainly very possible to see how "owning" many programming attributes it took for one station to build a four book average #1 11.5 12+ share and a cume rating of 25.

This battle, of course, continues today, though under different owners that operated the two of them back then when the country format held more than an 18 share of total radio listening.

Wallace says "I believe one of the most useful and actionable displays is what we call a Perceptual Mosaic for each station, whereby all of the perceptual questions are collected and presented in rank-order form.

"This provides an interesting look at how the audience perceives how effective each station is in delivering each position.

"Because the questioning process includes the words "if any" ("Which radio station, if any, do you think plays the most music?"), each mosaic sums up the factors which are truly most important to the listener (as the specific attributes apply to each station)."

Hopefully, this report sparks a few new ideas on ways you can use attribution research to zero-in on positions that can make a difference in your battle(s), showing where you're hot and not.

If you'd like a free eight page report documenting Todd Wallace's Radio lndex "Winning Positions 2014" Attribution Research, Email-him and mention A&O&B.

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