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February 04, 2007
Radio Advertising and Radio Format Trends
Sean Ross of Edison Media Research has written an interesting post expressing his opinion on the most intriguing radio stations of 2006.
As trends in stations and formats are - generally (and hopefully) - reflective of trends in audiences and consumer behaviors, we're constantly watching out for hints at what's on the horizon. That's why we're keenly interested in what Sean has to say.
On thing we notice about Sean's post is that the lines between formats are blurring somewhat. The number of formats is increasing, driven in part by "hybrids" that are constructed to aggregate the most attractive demographics. We welcome this because it plays to our strengths in database tracking of a number of different variables. It also validates our view that the future of direct response radio advertising lies in the increased sophistication of data collection and analysis. As formats proliferate and the distinction between them becomes less obvious, radio agencies will need to come up with ways to code this variable so it can be understood in the context of profitability analysis.
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