I operate a 5kw AM station and a 6kw FM station that together reach a pop count of over 2 million.
However we're on the outside looking in of a top 49 major market and get no ratings in the regular book and low AQH.
We had higher AQH ratings a couple of years ago and that has waned this summer resulting in the loss of two major accounts.
What can we do to reverse this?
We have exclusive programming on both of our radio stations -- mostly sports related - IU, Purdue, NASCAR, INDY RACING, REDS and Indianapolis Colts.
Plus we have weather every 20 minutes, updated news on the hour as well as CNN news at the top and bottom of each hour.
I'm really at a loss and need some ideas. We give away lots of things during our 100 days of summer and we have several call-in shows that bring callers from all over Southern Indiana and Kentucky.
Serious question, Rebecca: why are ratings particularly important? They're certainly not necessary to achieving good results for advertisers. Having high ratings is certainly no guarantee of better results.
We have the same struggle - rim shot FM stations in a top 15 market. Both stations get ratings, but not enough to influence agency business significantly. And when several major accounts shifted agencies we took a major hit.
I wish I had an easy answer. We have been hit all year with too much reliance on agency business and have to refocus on local direct accounts. It's neither a magic bullet or a unique answer. Furthermore, it's tough on the sales team who have become accustomed to the budget size and relative ease of selling to agencies with their long term relationships.
One process that has helped this year is using a CRM system for radio called RUMPLE. Very simply the concept is monitoring your weekly ask to build a sales person's pipeline. The great thing about RUMPLE is this is a simple system. No complicated dashboards or data fields to fill out. Sales people don't really like the accountability, but it's a great tool.
