Triton COO Blog: Simulcasting Debunked (Part 3)
August 22, 2013 at 3:59 AM (PT)
TRITON DIGITAL COO MIKE AGOVINO has posted the third of a five-part series to the company blog -- titled "Simulcasting Debunked -- Part 3." TODAY he writes:
"Don’t get me wrong; I’m not saying that broadcasters shouldn’t attempt to leverage their existing staff to sell digital. To the contrary, I think that broadcasters should look to every available channel to create demand and certainly in-house sales should be one of them.
My issue is that, as of TODAY, a decision to sell 'total audience' has been mandated as a strategy by the broadcast radio measurement monopoly to the exclusion of all others. ARBITRON’s dictate that a total line audience number can only be delivered in simulcast mode eliminates any opportunity to sell local targeted ads. Why not give the industry the option to sell in a multitude of models? A one-size-fits-all, simulcast-everything model makes no sense for this market and shows zero understanding of the evolving audio marketplace.
On that note, estimating digital audience (like ARBITRON does) makes no sense either since digital audience is a known number (see the latest Webcast Metrics Ranker)!"