INSIDE STORY: SOME STATIONS FIND NIELSEN ISN’T MEASURE OF THEIR SUCCESS.
June 6th, 2016 By Inside Radio
As radio industry sticky wickets go, this one’s a doozy—and all-too familiar. You’re a smaller or midsize station, trying to prove your worth to clients and, among other ledger items, you’ve got one huge expense: Nielsen Ratings. Do those numbers give you the arsenal you need to sell, or is the price too high?
Stations all over the map, and format list, grapple with this all the time, and many have taken the leap away from Nielsen—and what is said to be a minimum $100,000 annually for data not everybody believes is authoritative enough to cement relationships with local advertisers. For those stations, it’s about hitting the streets, the web and the phone to prove ROI—and they’re finding their way to results.
True, in most markets, Nielsen remains the only game in town for radio to show advertisers who dominates a market by age, gender, daypart and so on. And yet some stations—and companies—continue to bow out. In midsize market Syracuse, N.Y., Galaxy Communications Syracuse market manager & director of Sales, Steve Vasick, explains, “The decision to forgo Nielsen ratings originally came about eight or so years ago when the economic collapse put pressure on everyone’s bottom line. With a six-figure expense tied to a ratings service subscription, it made more sense to maintain jobs and forgo the ratings.”