The Broadcasters Global Forum (BGF) held its second virtual training session this year on Saturday, March 2, 2024, with Mr Olayiwola Afolabi as the Guest Speaker. Mr Afolabi, the Executive Director of Media Planning Services, confirmed his status as one of the top media research experts in Nigeria as he unpacked the topic, Media Research: Using Ratings/Audience Measurement Data for Competitive Edge.
Key Takeaways
What are ratings?
- A rating is a measurement of an advertisement’s audience, recorded as a percentage of the original targeted audience. For example, if the target audience for an ad is 100 households but only 30 households tune in for the ad, the rating percentage is 30%.
What is the most important factor marketers consider when advertising?
- Today, marketers buy audiences, not media. Note that today’s audiences follow content not stations.
Three key features are the bedrock of a successful and commercially profitable broadcast station:
- Reception: The coverage quality must be wide and almost excellent.
- Content: Programming must be very good and compelling to the Listening or viewing audience and advertisers.
- Marketing: Station/programme marketing must be handled professionally.
Marketing professionals now demand data to back up claims by the various broadcast media marketers. This is where research comes in.
- Research on media habits has established that people who listen to the radio (97%) are more than those who watch TV (95%)
Stations that enjoy higher patronage have the following characteristics:
- Reception: Wide and excellent coverage quality
- Programming: Very good and compelling programming that attracts listeners/viewers and advertisers
- Reach vs. Target Group: Verifiable number of quality viewers and listeners
- Economics of air time and space: Available discounts for airtime and advertising slots
- Flexibility of station vs. creative Media planning/buying
Click HERE for the complete presentation.