NAB Show Tuesday: Awards, Analytics And The DOJ, Plus A Revitalized 'Casual Vibe' For The Fall Radio Show

Tuesday

By PERRY MICHAEL SIMON in LAS VEGAS: TUESDAY's session schedule for the NAB SHOW may not feature a lot of radio activity, but the afternoon will be highlighted by the "We Are Broadcasters" event honoring the winners of the CRYSTAL AWARDS and a visit by FCC Chairman AJIT PAI.

Analyzing Analytics

The UNIVERSITY OF FLORIDA/FUTURI MEDIA study surveyed 2,000 self-identified podcast listeners across AMERICA online and pegged the top demographic for podcasts as 25-34. Oddly, the study allowed respondents to define "podcasts" as any on-demand content of any kind, audio and video, which had the result of showing that YOUTUBE is the way 70.2% of the respondents access podcasts (a finding that does not match up with other studies and industry statistics showing APPLE PODCASTS by a wide margin the primary podcast distribution medium, although the other research defines podcasts more traditionally).

In the UF/FUTURI study, males listened slightly more than females, and the top format from which the radio listeners came to podcasting was Classic Rock, followed by Hip-Hop, Country, News-Talk, and Alternative; surprisingly, Sports was last. Among other media preferred by podcast listeners, social media (YOUTUBE solidly in the lead, followed by FACEBOOK and INSTAGRAM) was most popular, followed by streaming music, streaming TV, regular TV, then regular radio and online radio streaming, meaning that social media is the leading way to promote a podcast and promoting a podcast on radio is not as effective.

On average, listeners use podcasts for 50 minutes each time, with half listening for either 30 or 60 minutes; they subscribe on average to 3.3 podcasts, though 16.8% do not subscribe to any at all. Almost 80% of listening was on a smartphone, FUTURI's DANIEL ANSTANDIG pointed to desktop listening as offering potential for podcasts.

As for podcast advertising, listeners voting on a 1-5 scale gave it 4.5 out of 5 for trusting the host; 47.9% follow show hosts on social media, 66.1% prefer host-read ads, and 41.3% said they made a purchase based on a podcast message.

In the second half of the session, BEASLEY's BUZZ KNIGHT was joined by HONDA INNOVATIONS' JOHN MOON and C3 METRICS' JEFF GREENFIELD for a discussion of measurement, metrics, and attribution. GREENFIELD noted that radio has provided "nothing" in the way of advanced metrics to measure listening and effectiveness, compared with new media providing detailed research reports and analytics. But he also pointed out that some major advertisers who went all-in on digital have reconsidered in the light of weak results and reports of fraud, moving money back into radio advertising and other traditional media. GREENFIELD called GOOGLE and FACEBOOK "the enemy" and advised radio to sell against them using real-time analytics rather than general studies.

MOON briefly discussed HONDA's partnering with BEASLEY to study driver behavior and the effect of media content in the car on connected car drivers using a new app (see separate story in NET NEWS).

Trusting the Process

The issue of media mergers and consolidation and how to define competition for broadcasters has been at the forefront of the industry's concerns for many years, and a TUESDAY morning session on that topic focused on the DEPARTMENT OF JUSTICE's process on considering media mergers, with the DEPARTMENT OF JUSTICE's Media, Entertainment and Professional Services Section Chief OWEN KENDLER joined by attorneys and NEUHOFF COMMUNICATIONS' BETH NEUHOFF on the panel.

Anti-trust and mergers attorney RENATA HESSE moderated the panel, which started with an explanation by attorney DAVID KULLY of the DOJ's process and timeline for reviewing mergers, and KENDLER adding detail about the DOJ's document and data requests. NEUHOFF and attorney JOHN FLYNN spoke about the experience from the "other side," as participants needing FCC approval as well as the nod from the DOJ, with FLYNN outlining the differences between the FCC's standards for approving mergers (including the public interest standard) and the DOJ's. FLYNN noted that the FCC offers a "more open" process; KENDLER acknowledged that the DOJ is more closed to third-party participants in the process but the parties involved "can come in when they want."

Among the evidence KENDLER said might be considered in a radio merger are sales deals stations are making that reflect increased competition with other media. He said that the result might involve calling in the alleged competitor and customers to find out the extent to which, for example, digital streamers compete with the merging radio companies.

The panel also tackled the issue of defining the market for competitive purposes, which HENDLER said involves asking whether the merger would raise prices by 5%. He added that the consideration starts with the narrowest definition (say, radio) and looks at what entities would cause a price increase, plus what the parties submit about their market, and what customers say about a station's expansion into digital and whether they think, as buyers, the digital aspect is an extension of the radio business or a new, separate medium. But NEUHOFF pointed out that her business is constrained on the radio side by regulation yet has to compete with completely unregulated media.

Broadcasting Celebrates Itself

The "We Are Broadcasters" event was hosted by syndicated host RICKEY SMILEY and honored actor STERLING K. BROWN with the TV Chairman's Award, GARRISON C. CAVELL with the Radio Engineering Achievement Award, CINDY HUTTER CAVELL with the Television Engineering Achievement Award, and ALPHA MEDIA News-Talk KFOR-A-K277CA/LINCOLN, NE with the Crystal Heritage Award.  The CRYSTAL RADIO AWARDS for 2019 were also handed out; see the separate post for the winners.

'Revitalized' Radio Show In Store

Also at the afternoon ceremony, the NAB and RADIO ADVERTISING BUREAU announced plans to "revitalize" the RADIO SHOW, the joint convention held annually in the FALL. 

The announcement from NAB EVP of Industry Affairs STEVE NEWBERRY was short on specifics other than showing a video (also with no details on what the changes entail) and the event's new logo, saying that "This year, we are excited to unveil a revitalized Radio Show that brings together all things audio – radio, podcasting, streaming and future technologies.  We’re so pleased to partner with the RADIO ADVERTISING BUREAU to bring you another terrific event. You’ll have the same exclusive access to the sessions, professional training and development opportunities you won’t find anywhere else – but you can expect a fresh, new casual vibe." 

This year's event is scheduled for DALLAS on SEPTEMBER 24-27.

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