United States-English
» Home - Tab
Blogs - Tab - Selected

The Changing Face of Media

Mirror, Mirror on the Wall…. What Media Type Might Be Fairest of Them All?

Published 03 January 2008, 05:43 PM

 

So over the holidays I started thinking (and asking others) what media type might make a comeback in FY08? The answers varied, but then I looked at the facts (courtesy of Dong Kim at ZenithOptimedia).

  1. The TV writers strike continues (albeit, I’m betting it ends shortly).
  2. TV GRP’s are priced pretty high right now.
  3. The Olympics and US political campaigns will drive demand up for most digital and television media.
  4. I’m thinking search is probably going to start to level off a bit by the end of FY08.

So what media vehicle has the potential to pick up the dollars with all this going on? The answer might surprise you…. Radio.

Yes, I said it, radio advertising…. The media type which has lost its luster in recent years is poised in my view to see a comeback of sorts in FY08. Why? Simple… GRP’s.

Radio can provide relatively cheap GRP’s and media buyers are interested in cheap GRP’s to satisfy marketing campaign demand. And if they can’t get it from digital or television… radio is probably a good filler.

National and local stations probably are in equal favor to get some business… but the smart media buyer out there is probably looking at satellite radio as an opportunity. The audience can be targeted into smaller segments based on programming and the inventory seems to be fairly abundant.

And it’s cheap to produce radio so the barrier to entry is lower than TV and even some interactive media. Plus, radio has made a big effort to incorporate product placement, interactive and digital into the mix as well.

Scott

HP Hewlett Packard media marketing TV writers strike GRP Olympics US political campaigns satellite radio digital Scott Berg advertising

Posted By Scott Berg | 2 Comments | Trackbacks | Permalink


Comments

Nice analysis and interesting call. Personally, most of the advertising I receive is via radio. Couple additional thoughts: 1) Is there any evident that drive-time radio audiences more captive? 2) how does more local radio fed through internet impact GRPs (does it significantly impact reach)?
# Tuesday, January 08, 2008 01:39 PM by victorhoward
Internet fed radio content does take place but the impact has thus far been limited. If you're trying to reach an audience for a branding effort, I usually try to target 80% of the audience hearing the message 8 times. So pumping up the GRP's helps! Scott
# Tuesday, January 08, 2008 08:16 PM by scott berg

Leave a Comment

(required)  
(optional)
(required)  


Type the digits above:
Submit »
Information disclosed in this community becomes public. Exercise caution when deciding to disclose your personal information. HP reserves the right, but is not obligated to, edit or remove your comment if it contains personally identifiable information or other content HP deems unacceptable.  Opinions expressed are your personal opinions or those of the original authors, and not of HP. Please see HP's web Terms of Use for more details.