CRS In Action: Nielsen: Inside The Numbers
February 27, 2015 at 12:04 PM (PT)
Two programmers, one media buyer and a representative from NIELSEN AUDIO provided a look under the ratings data hood, during “NIELSEN: INSIDE THE NUMBERS” at CRS TODAY (2/27).
NIELSENVP/Client Services BILL ROSE started with an overview of Country, which remains strong after posting its highest-ever numbers in 2014. Country is the country’s top format, used by 69 million AMERICANS.
Since the advent of PPM, ROSE says “Perception, branding and position still matter, and listener perception still drives them to your station.”
Asked what cuts through for NIELSEN-measured stations, ROSE replied, “Position, position, position.” Ratings success is aided by a defined position and great execution, he said, adding that most winning stations excel based on three-quarters defined position and one quarter execution,”
KKBQ/HOUSTON PD JOHHNY CHIANG said his biggest PPM takeaway was that “Great content is always great content,” remembering that at the onset of PPM, stations forgot that, by stripping themselves of nearly everything but a strong, more-music position.
“If you focus on one or two panelists, “said CHIANG, “It will come back to bite you if you get paralyzed by the numbers and don’t program to listeners.”
CUMULUS VP/Programming VAL ROSE agreed, saying, “Stationality still matters a lot.”
Media Buyer BRIAN GARRETT concurred. “Being brand safe doesn’t mean boring; always be compatible with your brand.”
Other key lessons the panel learned from PPM included:
- Cume still matters.
- Market shares are more compressed.
- Every daypart matters – with weekends emerging as especially critical.
- Specialty weekends are important.
Asked what the most misunderstood part of measurement was, ROSE answered, “Stopset placements at :12 and :42. It trained listeners to know ALL stations played spots at the same time.”
CHIANG said he paid too much attention to weekly data at first.
Finally, when all were asked one, key item to remember for succeeding, all panelists answered with: “Live and local.”