Response Data is Rewriting the Way Radio is Sold and Bought

Contributor: Rick Kestenbaum, General Manager, AnalyticOwl

As the old saying goes, “If you do what you’ve always done, you’ll get what you’ve always gotten.” This is especially true in radio selling and buying, where a reliance on expensive ratings data and audience demos leads to buys made on the description of an audience rather than the actions of an audience. Contrast this with digital selling, where plans are made based on historical response and ROI. It’s clear which gets an advertiser off to a better start and which leads to greater satisfaction. Now, thanks to the rise of response data, radio can be sold and bought on the same game-changing premise.

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Radio’s Top 10 to Usher in 2020

Author: Tammy Greenberg, SVP/Business Development, RAB

As we leave one decade to enter another, we couldn’t be prouder of the progress that radio has made to continuously deliver first-class and relevant content to listeners any way they wish to consume it. Among consumers today, audio is hot and radio is hotter. Advertisers from Main Street to Wall Street are tapping into radio’s incredible power and unique attributes. Why? Because radio is emotionally engaging, personal and measurable with the ability to deliver ad messages in a safe and receptive environment.
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What Radio Buyers Are Doing

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Contributor:  Gordon Borrell, CEO, Borrell Associates

To understand the crisis facing local media companies, two things are worth knowing about local radio buyers. They are:

  1. Expanding the types of advertising they’re buying
  2. Cutting the number of companies they’re buying from

Let that sink in.  They are buying more, from fewer companies.

The big question is, who’s being cut, and why?  (If you’re not into reading, jump to the very last sentence for the answer.)

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