the business of radio radio needed sponsors. the business of radio 1930s-government regulates...
TRANSCRIPT
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The Business of Radio
RADIO NEEDED SPONSORS
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The Business of Radio
1930s-GOVERNMENT REGULATES COMMERCALS
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The Business of Radio
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The Business of Radio
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The Business of Radio
TELEVISION!!
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The Business of Radio
Radio stations make money selling airtime.
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The Business of Radio
Advertising rates vary by DAYPARTS.
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The Business of Radio
DAYPARTS:Morning DriveMorningAfternoonEvening DriveNightOvernight
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The Business of Radio
DAYPARTS:Morning Drive AAAMorning AAAfternoon AEvening Drive AAANight BOvernight C
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The Business of Radio
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The Business of Radio
LEVELS OF AIRTIME SALES
RETAIL
LOCAL
NATIONAL
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The Business of Radio
LEVELS OF AIRTIME SALES
RETAIL: Direct sales to businesses
LOCAL
NATIONAL
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The Business of Radio
LEVELS OF AIRTIME SALES
RETAIL: Direct sales to businesses
LOCAL: Local Ad Agencies
NATIONAL
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The Business of Radio
LEVELS OF AIRTIME SALES
RETAIL: Direct sales to businesses
LOCAL: Local Ad Agencies
NATIONAL: National Ad Agencies
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The Business of Radio
PROMOTION DEPARTMENT
To gain listeners for the station.
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The Business of Radio
PROMOTION DEPARTMENTGiveaways (T-shirts, bumper stickers)
Concert PromotionsAir Personality Appearances
Contests
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The Business of Radio
PROMOTION DEPARTMENTSTEALTH PROMOTION:
A contest where the station announces a listener’s name, who
then has a certain time period to call in and claim the prize.
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The Business of Radio
RATINGS: How many people are listening?
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The Business of Radio
RATINGS: How many people are listening?
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The Business of Radio
RATINGS: How many people are listening?
Diary PPM: Portable People Meter
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The Business of Radio
NIELSENAUDIO
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The Business of Radio
THE MOST IMPORTANT INFORMATION FOR RADIO STATIONS ARE:
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The Business of Radio
RATING
THE MOST IMPORTANT INFORMATION FOR RADIO STATIONS ARE:
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The Business of Radio
RATING
SHARE
THE MOST IMPORTANT INFORMATION FOR RADIO STATIONS ARE:
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The Business of Radio
RATING
SHARE
THE MOST IMPORTANT INFORMATION FOR RADIO STATIONS ARE:
Percentage of the size of an audiencerelative to ALL households that own radios.
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The Business of Radio
RATING
SHARE
THE MOST IMPORTANT INFORMATION FOR RADIO STATIONS ARE:
Percentage of the size of an audiencerelative to ALL households that own radios.
Percentage of the size of an audiencerelative to households who HAVE THEIRRADIO ON.
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The Business of Radio
Total radio households: 10
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The Business of Radio
Only 6 have their radios on
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The Business of Radio
3 are listening to WABC
WABC
WABC WABC
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The Business of Radio
2 are listening to WXYZ
WABC
WABC WABC
WXYZ
WXYZ
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The Business of Radio
1 is listening to WWME
WWME
WABC WABC
WXYZ
WXYZ
WABC
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The Business of Radio
WABC: 3/10=30% or a 30 Rating
WWME
WABC WABC
WXYZ
WXYZ
WABC
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The Business of Radio
WABC: 3/10=30% or a 30 Rating
WWME
WABC WABC
WXYZ
WXYZ
WABC
WXYZ: 2/10=20% or a 20 Rating
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The Business of Radio
WABC: 3/10=30% or a 30 Rating
WWME
WABC WABC
WXYZ
WXYZ
WABC
WXYZ: 2/10=20% or a 20 RatingWWME: 1/10=10% or a 10 Rating
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The Business of Radio
WABC: 3/6=50% or a 50 Share
WWME
WABC WABC
WXYZ
WXYZ
WABC
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The Business of Radio
WABC: 3/6=50% or a 50 Share
WWME
WABC WABC
WXYZ
WXYZ
WABC
WXYZ: 2/6=33% or a 33 Share
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The Business of Radio
WABC: 3/6=50% or a 50 Share
WWME
WABC WABC
WXYZ
WXYZ
WABC
WXYZ: 2/6=33% or a 33 ShareWWME: 1/6=17% or a 17 Share
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The Business of Radio
WABC: 30/50
WWME
WABC WABC
WXYZ
WXYZ
WABC
WXYZ: 20/33WWME: 10/17
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The Business of Radio
WWME
WABC WABC
WXYZ
WXYZ
WABC
RATINGS!