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Media Partners Worldwide

Category: Advertising

Category: Advertising

USA's Top 10 Billing Radio Stations in 2014

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  • KIIS Los Angeles – $65.9 million – iHeartMedia – up $4M YOY for 2nd straight year
  • WTOP Washington DC – $63.5 million – Hubbard
  • “Z100” WHTZ New York – $51 million – iHeartMedia
  • 880 WCBS New York – $49.2 million – CBS
  • “104.3 My-FM”KBIG Los Angeles – $42.9 million – iHeartMedia
  • “106.7 Lite-FM” WLTW New York – $41.5 million – iHeartMedia
  • 1010 WINS New York – $41 million – CBS
  • 660/101.9 WFAN New York – $41 million – CBS
  • KROQ Los Angeles – $40.5 million – CBS
  • 780 WBBM/105.9 WCFS Chicago – $39.2 million – CBS
    • Radio as a whole generated $14.3 billion from over-the-air and an additional $636 million in online revenue in 2014. A slight decline in over-the-air revenues in 2014 was more than offset by an increase in online revenues, resulting in an overall revenue increase for the nation’s radio stations collectively. And in honor of April Fool’s Day, some of our favorite radio and other pranks this year:
    • Angel Radio in the UK told listeners they had to cut down on the number of hours they listened due to too many listeners!
    • An Irish station ran a news story regarding the International Naturist Association holding a meeting in a local hotel – and even had the hotel manager came on air to “confirm”
    • The Los Angeles City Council voted to move the City of Santa Monica “closer”. In approving the measure to relocate the beachfront town, they cited the desire to move it “at least, like, 20 minutes closer”
    • Amazon reverted back to its long ago – text heavy design Amazon_Retro_Front_Page
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    USA’s Top 10 Billing Radio Stations in 2014

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  • KIIS Los Angeles – $65.9 million – iHeartMedia – up $4M YOY for 2nd straight year
  • WTOP Washington DC – $63.5 million – Hubbard
  • “Z100” WHTZ New York – $51 million – iHeartMedia
  • 880 WCBS New York – $49.2 million – CBS
  • “104.3 My-FM”KBIG Los Angeles – $42.9 million – iHeartMedia
  • “106.7 Lite-FM” WLTW New York – $41.5 million – iHeartMedia
  • 1010 WINS New York – $41 million – CBS
  • 660/101.9 WFAN New York – $41 million – CBS
  • KROQ Los Angeles – $40.5 million – CBS
  • 780 WBBM/105.9 WCFS Chicago – $39.2 million – CBS
    • Radio as a whole generated $14.3 billion from over-the-air and an additional $636 million in online revenue in 2014. A slight decline in over-the-air revenues in 2014 was more than offset by an increase in online revenues, resulting in an overall revenue increase for the nation’s radio stations collectively. And in honor of April Fool’s Day, some of our favorite radio and other pranks this year:
    • Angel Radio in the UK told listeners they had to cut down on the number of hours they listened due to too many listeners!
    • An Irish station ran a news story regarding the International Naturist Association holding a meeting in a local hotel – and even had the hotel manager came on air to “confirm”
    • The Los Angeles City Council voted to move the City of Santa Monica “closer”. In approving the measure to relocate the beachfront town, they cited the desire to move it “at least, like, 20 minutes closer”
    • Amazon reverted back to its long ago – text heavy design Amazon_Retro_Front_Page
    ]]>

    Podcast Popularity Leaps

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    Edison Research finds that daily listeners of podcasts listen to more podcast audio than any other form of audio, as the graph here illustrates. Share of Ear 2014 Those who listen to podcasts spend more audio time with podcasts than any other audio media. A year ago AM/FM radio listening still predominated among this audience, but now podcasts are tops with them. The total share of podcast listening among all Americans increased by 18% over the course of one year, which is a significant jump. Podcast listeners spend an average of 6 hours and 8 minutes each day listening to any form of audio. The average American spends just over 4 hours per day listening to audio. What this means is that while some of the shift in podcast listening has come from other forms of media (in particular, AM/FM Radio,) much of it is simply new additive consumption of audio content. When tallying the total hours devoted to podcasting, and projecting it across the U.S. population, it shows that at full adoption Americans would be listening to approximately 21 million hours of podcast audio each day – which is a very bullish assessment about podcasting’s future health and its growing place in the market for audio AND advertising.]]>

    WSJ Discusses Talkradio’s Advertising Problem

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    Talkradio

    More than 50 million people in the U.S. tune in each week to news-talk radio stations that carry advertising, making it radio’s second-most popular format, behind country music, according to Nielsen.

    But many national advertisers have fled from such stations in recent years, seeking to avoid associating their brands with potentially controversial programming. As a result, advertising on talk stations now costs about half what it does on music stations, given comparable audience metrics, according to industry executives…

    …Local and direct-response advertisers, such as flower-delivery and financial services, continue to advertise on conservative talk shows. But overall demand has tanked among national advertisers for anything else that could air on the same stations, putting some syndicators and stations in a bind on their programming.

    Read the full article – www.wsj.com/articles/talk-radios-advertising-problem-1423011395]]>

    Radio and Digital Advertising Developments

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    Here are some radio advertising posts that have caught our eye (and ear) as of late:

    Mobile app ‘clips’ radio ads to smartphone – Have you ever heard a great offer advertised on the radio while you’re doing something else and then forget about it later? Wouldn’t it be nice if you could “clip” it and have an interactive version of the information immediately on your smartphone?

    Programmatic buying and real-time bidding – the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.

    Radio endures as leading music source – Morgan Stanley Research released a new report that shows that despite all the chatter about the growth of online streaming services like Pandora and Spotify, most music is still heard via traditional AM and FM. Radio accounts for 86% of music consumption and half of that is done while in a car. The report does address future trend expectations by citing that most newer cars come with Pandora, Spotify and iHeart Radio alongside SiriusXM, which enables splintering of the listening across many platforms beyond AM and FM. Music Source Rankings

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    Remnant Advertising = Affordable Media Buys

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    Remnant advertising is not a widely used or understood form of media buying. A few years ago a small business and entrepreneurship columnist in USA Today endeavored to explain what remnant advertising is. Here is how he put it: Think about a carpet warehouse. It has all of those large carpet rolls, sure, but it also usually has a lot of small rolls piled up, lying around that were cut off from the big rolls. These small rolls are called remnants. Remnants are usually sold at steep discounts.

    Well, the same idea often applies to advertising. Media companies rarely sell all of their big advertising space or time. Their unsold ad space or time can often be bought at steep discounts, too. That’s called remnant advertising.

    Over the years, I have collected some examples of remnant ads. Though they are now defunct, the song remains the same. Here are some examples from early remnant buys in print:

    • The Washington Post – “Remnant rate advertising is sold on a space available basis at 40% off the open black-and-white space rate. Color charges are also discounted at 40% off. Availability of remnant space is at the publisher’s discretion.”

    • Alaska State Vacation Planner – “Let the BIDDING begin for the second annual remnant space ad sale in the Official Alaska State Vacation Planner! Historically, after ad sales close and the directories are laid out, space is filled with Alaska images and/or Alaska facts appropriate to that region. For those businesses that have not purchased a display ad in the Vacation Planner or a remnant ad in last year’s Planner, this is an opportunity to position your business in front of approximately 450,000 high potential visitors as well as on our consumer website at www.travelalaska.com. Take this one-time opportunity to test a display ad at a 75% reduction.”

    Here’s the skinny: Advertising time and space can perish if not used. That 30 seconds of TV time allotted for 8:09 pm., if unsold, is lost, forever. So instead of taking a complete loss for unsold airtime or ad space, media outlets will often take far less than their usual retail fees to unload that remnant space.

    This means you can buy what is typically expensive media for much, much less than normal. Newspapers, magazines, Internet sites, television, radio, mobile ads and other media sell remnant space. Remnant space advertising is especially good for testing new ads before committing a lot of money to a full campaign.

    Often, media companies do not know until their deadlines that they will have unsold ad space. The secret then to using remnant space advertising effectively is being able to buy that time as soon as it becomes available, which is, needless to say, at the last minute. If you can do that — if you can have the money and ad ready to go at a moment’s notice — then big savings can be yours.

    Steps to take: If you want to try remnant space advertising, here are the steps to take:

    1. Decide upon the ad: First, create an ad that you can use on a moment’s notice. That means that the ad cannot be time-sensitive (i.e., talking about a sale this Saturday.) But it could be an ad that you want to try out or that has staying power. If it is a commercial, get it ready. If it is a print ad, lay it out. Either way, be ready to go when the bell rings.
    2. Decide on the media: Decide upon which media generally, and which stations or print sources specifically, you want the ad to run.
    3. Make contact: Call the ad rep for the media company and let them know you want to buy their remnant space or time. Remember too, you can choose more than one and wait to see who calls you. Let the reps know that you have both the money and the ad ready to go. Follow up in a month so that they know you are serious, and so they remember your desire.
    4. Monitor the results: Once you run your ad, be sure to monitor the results to see whether 1) the ad pulls, and if 2) remnant advertising works for you.

    About Media Partners Worldwide
    As a full-service direct response advertising agency, Media Partners Worldwide (MPW) has been a leader in remnant media buying of direct response radio advertising since 1997. With pre-negotiated remnant rates and innovative advertising strategies, MPW consistently delivers low-cost, highly targeted campaigns to its clients. To get your Radio Advertising Evaluation and find out how remnant radio will increase cash flow for your business visit MediaPartnersWorldwide.co or call 1-800-579-3031

    Webinars: Best Practices

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    You’ve gathered lead information, including email addresses, for hundreds of potential customers. It’s now time to launch various marketing campaigns to capitalize on these leads and develop new revenue streams. Webinars can serve as a great means to educate, entice, and sell your products/services online. Here are a few tips:

    Get an experienced speaker

    It’s not easy to admit that some people are better suited than others for giving presentations. Bottom line, find someone who’s qualified. Also, avoid awkward pauses and filler words such as, “um,” “ah,” and “er,” as these convey a lack of preparedness and can be increasingly distracting.

    Thrill your audience

    Incorporate striking visuals and entertain your audience while maintaining a professional demeanor. People have taken time out of their day to watch your presentation, so be creative and engage the audience with compelling content and eye-catching graphics.

    Elicit a direct response

    Upon the webinar’s completion, make sure your leads know what do to do next. Where do they go to redeem their coupon code, get a complimentary white paper, or purchase your product? Also, have an outreach plan in place to follow up with everyone who sat through the presentation. You should also include a post-webinar survey and gain valuable information about the effectiveness of your presentation. Once you forge an emotional and intellectual connection with your audience, eliciting a direct response should come naturally.

    Present at the right time

    It’s generally a good idea to schedule the webinar in the middle of the week when most people are not scrambling to catch up with work. If you’re presenting to a national audience, be sure to schedule it later in the afternoon to appeal to all time zones.

    Be willing to adapt

    It’s important to test new content and tweak your messaging as you present subsequent webinars. After time, you may discover that a later version of your webinar was far more effective at closing leads.

    As a full-service direct response advertising agency, Media Partners Worldwide (MPW) provides lead generation for all sizes and types of businesses. With more than 100 years of combined direct response experience, MPW takes a cutting-edge approach to effective, creative copywriting. Established in 1997, MPW is one of the largest purchasers of remnant radio advertising in the world, delivering the most cost-effective alternative to traditional media buying. Specializing in remnant radio, MPW also offers television, online, and social media marketing solutions as well.

    For more information about MPW, visit the agency’s website at MediaPartnersWorldwide.co or call 1-800-579-3031.

    5 Ineffective Approaches of Traditional Agencies

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    An article by the CMO of aCommerce agency, discussing the 5 reasons why you should fire your digital agency. Most digital agencies are trying to create branding and exposure via display, social and search, and as such are not suited for e-commerce in the way a direct response oriented agency thinks. Within online advertising, the trend has been a shift towards performance marketing, in other words direct response. This means the goal is not to spend more, but spend better. The article cited 5 elements worth repeating here that represent the increasingly ineffective approach of traditional agencies that should steer you to consider shifting toward an agency like Media Partners Worldwide that focuses on direct response, eCommerce oriented media spend:

    • Inefficient marketing spend that drives volume but not quality traffic
    • Overly focused on social, which does not have a direct ROI, but is more relevant to the consideration part of the purchase funnel process. Direct is more focused on ROI, LTV of a customer, and acquisition costs
    • Lax attitude toward analytics and data analysis
    • Declining need for Don Draper styled branding campaigns (the marketing and communications approach epitomized on AMC’s Mad Men)
    • Focused more on traffic volume as opposed to order volume