radio's attention crisis - hivio 2013
Post on 28-May-2015
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“Radio listening hasn’t changed”
Total primetime commercial ratings fell 8 percent across the board,
marking the sixth straight quarter of total TV declines — and the steepest drop since the third
quarter of 2009
so is radio“special”?
So…?
Radio is not “Special”
Plan Accordingly
but radio isdifferent, right?
Unique and Compelling Content…
Platforms…
Job LOW HIGH
Star Access/Exclusives
Betterness
Belonging
Local
Easy Convenience
Companionship
Culture Immersion
Discovery
Change Mood
Inform/Educate
Now
Entertain
Soundtrack
Fav Music
Job LOW HIGH
Star Access/Exclusives
Betterness
Belonging
Local
Easy Convenience
Companionship
Culture Immersion
Discovery
Change Mood
Inform/Educate
Now
Entertain
Soundtrack
Fav Music
Disagree51%
Neutral35%
Agree14%
Agree or Disagree: Radio brands create unique and compelling content
Unique and Compelling Content…
Platforms…
Content…Platforms…Not Towers
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