Moyes Research's Pilot Program On Local Revenue Shows Promise; Participation For Phase 2 Now Open
November 19, 2015 at 11:22 AM (PT)
MOYES RESEARCH ASSOCIATES has undertaken a pilot program, called “RADIO: THE POWER OF SOUND," that uses an entirely new strategy to increase local radio revenue. Conducted in both PPM and Diary markets, the early results have been quite promising.
“We all know that radio revenue has been steadily declining for more than 10 years," Managing Partner BILL MOYES says. "It is down over 34% in the top-50 markets since 2004. What we’re revealing today is welcome news for radio.”
Over the past 21 months, MOYES RESEARCH ASSOCIATES has developed an integrated four-part program based on 38 years of radio research. The Program repositions radio in a whole new light to advertisers. “In its first 3 months of use in the pilot markets, the program yielded an average increase in local spot revenue of 4.9% versus the same period in 2014," MOYES said.
“It’s early in the pilot program, but two things seem true from what we’ve learned: First, for two specific reasons, the program works better at improving revenue in medium and large markets than in really small ones. We think it’s only going to be marginally effective in markets below rank #200. Conversely, we believe it will be most effective in the top-50 US markets, where gross local spot revenue has been shrinking over the past 10 years at an average of about 4.8% per year.
"Second, the nature of the four parts of the program working together means that revenue improvement will increase as time in use progresses -- hitting its full stride, probably, somewhere around the two year mark.”
MOYES RESAERCH is ready to expand the pilot program to other interested groups on a limited basis during the first quarter of 2016. Radio groups chosen to be in this Phase Two of the pilot program will be licensed in the next 45 days. Pilot stations do not pay standard quarterly license fees. All materials used in the program are copyrighted and in some cases trademarked by MOYES RESEARCH ASSOCIATES, LLC, which reserves all rights.
Groups interested in participating can indicate that and learn more by e-mailing MOYES at the company directly.