12-8-2011
by Deborah Parenti
Based on some of the comments regarding the recently released study, "What Happens When the Spots Come On: 2011 Edition," it appears that the focus of the research might tend to be marginalized amid some negative and dismissive reactions (see comments in related story). Which is not to say legitimate concern that the research could inspire "over rated" optimism and mute intelligent follow up discussions are not wise and perhaps well placed. Here's why this study should be looked at by radio as a positive.
The study provided no qualitative detail. And there isn't a program director, conscientious rep or GM, who would not like more specific information. The impact of commercials, how many units and how many breaks, as well as station branding and content issues, are all critical areas of interest and concern. Bottom line - the research presented this week should only be a precursor to more studies that will provide better programming tools for enhancing audience listening and loyalty factors. And next year's research will hopefully provide answers to some of those questions.
But this study was quantitative - not qualitative. As such, it still offers some positive information radio can and should use to its benefit now, especially among advertisers and agencies tempted by ever expanding media options, many which, by the way, have measurement and clutter issues of their own. In a highly competitive and over saturated world of platform choices, coupled by a weak economy (translation: smaller advertising budgets), radio needs to spotlight every advantage and/or positive positioning note in its repertoire.
There will, unfortunately, be some tempted to use the research as an excuse for bad decisions, even as they run counter to common sense. There always are. But for those with a healthy respect, love and belief in radio as a medium that delivers results, this quantitative insight offers encouragement and a reminder that radio continues to be a strong, competitive media force.
Deborah Parenti is Vice President and General Manager of Radio Ink magazine and can be reached at deborah@radioink.com
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