More Time ONLINE = More PPM Receptive!
October 14, 2013
NuVoodoo’s national studies of Radio listeners aged 18-54 are designed to help us understand the fast-changing lifestyle and needs of our audience.Â With each rock we turn over, with each new piece of data we analyze, the megatrends become even more evident.Â p> There are three essential megatrends.Â First, it is getting extremely hard to get listeners’ attention with the kinds of advertising we have always relied on.Â TV spots are not being watched.Â Billboards quickly blend into the driver’s landscape.Â But â€¦ second, the opposite is true of digital/online/social-media/phone-friendly advertising.Â More and more listeners are living online, spending increasingly longer periods looking at their screens, and starting to discover and get comfortable with new ways of listening to music.Â
Third, and central to every station’s future success:Â The digital revolution plays right into the hands of PPM-driven ratings.Â Stations that ignore digital advertising are ignoring exactly the kind of listener who is inclined to say “yes” to a meter.Â Stations that throw most of their ad budgets into traditional advertising are, in addition to wasting most of it on advertising that isn’t getting seen, are targeting the population that is wary of living digitally.Â Including a greater reluctance to wear a PPM.
Last week, in this space, we focused specifically on smartphone owners.Â We saw, yet again, why it is critical to target these people today, not tomorrow.Â That’s because people without smartphones are significantly less receptive to wearing a PPM than are people with smartphones.Â Period.Â It doesn’t get any more obvious than that.
This week, let’s go beyond smartphone owners and look at the entire sample.Â Let’s look at the relationship between time-spent online and PPM receptiveness.
Wow.Â Collar everyone involved in advertising and promoting your stations.Â And make sure they are aware of this statistic.Â Now.Â As we have previously shown, time-spent-online continues to grow.Â Over half the folks with smartphones, and 42% of those without smartphones, are looking at their screens more than two hours a day.Â About one-fifth for more than four hours.Â And the more time they spend online, the more receptive they are to PPM.Â Among those who are online less than an hour, the yes:no ratio (to an initial hypothetical question about taking a meter) is a little more than 4:3.Â Meanwhile, among those who are online more than four hours, the yes:no ratio soars to 2:1.Â
What this means to you
There is nothing difficult about this.Â Except the difficulty of changing our entrenched, but obsolete, advertising practices.Â
To succeed in Nielsen Audio, you need to catch PPM-friendly fish.Â Thus, you need to fish where those fish are.Â They are online.Â While folks who spend less time online, more time with traditional media, are simply much less PPM-friendly.
Get ahead of your competition.Â But not ahead of your audience.Â Put your money where the listener’s eyes and ears are already.Â Now.