Moneyball: A New Ad Placement in Time for Fall Ratings Impact
• Our latest NuVoodoo Ratings Prospects Study, our 24th, fielded last month with responses from 3,188 people ages 14 to 64 nationwide, provides important updates to the best channels to market to likely ratings participants — especially those who listen to radio at least an hour a day and, thus, have the potential to “move the meter” for station ratings.
We tested ad attention across two dozen different possible platforms. The table below shows the top ten platforms across our full sample. Remember, this is the top of the funnel — the placements where respondents say they pay attention to ads. We’d seen Amazon rise to the top of the ranking back in the winter when we looked at placements that are successful at the bottom of the funnel — those that get consumers to take action.
If we narrow the focus to the roughly 15% of the sample who profile as likely to accept an offer into the ratings panel (labeled “RPS Yes” in the table below), the top ten platforms are largely the same, but the percentages who say they pay attention to ads are considerably higher. Amazon drops in rank from fourth to sixth, but almost half the likely ratings participants say they pay attention to ads there.
It’s worth noting that X/Twitter is not among the top ten platforms shown in these tables. While telemarketing does not make the top ten lists either, more respondents said they pay attention to telemarketing calls than ads on X/Twitter.
When we winnow the sample down to the roughly 5% who not only profile as likely to accept an offer into the ratings panel, but also listen to broadcast radio at least an hour a day (labeled “RPS Heavy” in the table below), we realize why these people are so important to radio: not only do they listen and show willingness to participate in the ratings — they PAY ATTENTION to what they hear and see. Among the ad platforms in this top ten ranking, at least three in five say they pay attention to things advertised through each.
And among these folks who are mission critical for radio stations vying for ratings, Amazon ranks #4 — ahead of YouTube and Facebook. Sure, the devil’s in the details, and these rankings shift around based on demo and format constituency, but having Amazon as a placement is massive as we head into this fall’s election season.
And Amazon is a real option for promoting radio brands — it’s not just for e-commerce. Amazon has a robust DSP (Demand Side Platform). Because of Amazon’s music streaming service, targeting options include music formats and artist-specific streaming history. And there are deep targeting options relating to contest/sweepstakes interests and participation in loyalty programs — all of which are relevant to promoting radio stations.
Want more details? We’re walking clients and could-be clients through deeper results of Ratings Prospects Study 24 now. An email to tellmemore@nuvoodoo.com or to leigh@nuvoodoo.com will get your team on the schedule.
