Netflix doesn’t measure its success by ratings.
Their House of Cards became a hit without Nielsen and no matter how the media establishment tries to get Netflix to release viewership totals they refuse.
I know.
Media people say if the numbers were really smash hit big, Netflix would release them. But Netflix sees the media future better than that.
After just three weeks of the new TV season, networks are slightly – and I mean – slightly up in attracting national audiences. Network execs are on their hands and knees each night praying that when DVR numbers come in they can show some growth because their live audiences are down 10-30%.
What’s worse is that the new TV season isn’t attracting the money demos networks want because, to be honest, Millennials don’t watch TV. They watch streaming media and video. They are left to their own devices.
Perhaps you saw Netflix stock go through the roof yesterday – up almost $24 for the day to close above $324. Full disclosure: I own Netflix stock and if you’re a regular reader you can probably figure out why.
Media people love metrics and that’s the world radio stations live in. Now with Nielsen taking over Arbitron and emphasizing audio instead of only radio, you can see that this is going to end ugly.
Unless, good operators can find ways to move beyond their addiction to audience estimates that aren’t fully crediting them with the legitimate audiences they attract.
Ask any talk station if Pee Pee M ratings are accurately reflecting audience. And there is a reason Dan Mason has most of his CBS music stations sucking up to Pee Pee M methodology.
But now, think beyond audience ratings.
Are you getting credit for lost listening?
The answer is no and is never going to be yes as long as there is a lopsided reliance on Nielsen metrics.
At my upcoming conference I am going to demonstrate how to create the most compelling audience smorgasbord for potential advertisers to feast on.
1. How to put ratings in perspective.
You know what some of the brightest radio managers and market managers do when Pee Pee M gives them a ratings boost. They ignore it and ask salespeople to keep selling without shooting off their mouths because Nielsen giveth and taketh away. Caution: you’re entering a danger zone even when you get good Pee Pee M ratings and smart managers know it. Desperate managers try to sell it until the instability of Pee Pee M blows up in their faces.
2. Heavy up on ways to show audience influence. That’s what Netflix does. All that positive press, social buzz and Millennial pandering. If you join us at this conference, please ask me how to create events, content and buzz that is so palpable that buyers will be more interested in them than in cold, unreliable ratings.
3. Find someone other than Nielsen to give your audience listening more legitimacy. Again that’s what Netflix did yesterday to get that one-day $24 increase in share price. They announced a deal with Sony Pictures to develop television shows exclusively for Netflix – the first big studio to do such a thing. See what I mean? Sony made Netflix more legitimate. We need to work on ways to do this because Beyoncé and Katy Perry appearing at a trumped up music festival isn’t getting that job done.
Once and for all, see ahead to a new way to get credit for lost listening.
Here is the curriculum for the 2014 Media Solutions Conference along with a link to reserve a seat today:
1. Disrupt Your Radio Station
Blow it up without losing your loyal fans. Gain audience by attacking all the things digital age listeners hate about radio before a digital competitor does. Study the plan to drastically alter and destroy the old structure the way Apple, Google, Facebook, Twitter, Instagram, SnapChat and Netflix did. Innovate the next radio creating new revenue streams and solving virtually every objection digital-age listeners have about radio.
2. Master Digital
Learn how people you probably don’t know make millions of dollars in digital without running commercials or even selling banner ads. It is being done right now but traditional media isn’t doing it. Consider this your game plan.
3. Most Effective Social Media Strategies
Social media shakeup alert! Instagram is ousting Facebook. Twitter is in trouble despite its IPO. Horror of all horrors – texting with pictures is where you should be but social media is no longer just about staying connected so if your radio station is relying on today’s social media, this is a heads up to get with it.
4. Reverse The Decline of Radio Listening
Learn the most effective approach to reinvigorating a radio station that is under attack from digital competitors. The secret is in one paragraph you will want to memorize as your credo. We will brainstorm together on steps that will guarantee that you will find new radio listeners by outsmarting digital competitors.
5. Succeed At Short Form Video
No matter what kind of content you create going forward, it must include short form video. But short form video is no longer your children’s YouTube. There are new risks, new rewards and endless ways to create video content that is compelling and financially rewarding. We will cover it.
6. Engaging 80 Million Millennials
They hate radio. And use music like toothpaste. But there is a way to engage Millennials. I will share my work in generational media that indicates this young and massive audience is available to traditional media such as radio, TV and the record industry but not by continuing the status quo. You’ll come away knowing their hot buttons and their turn offs.
7. Time Shifting Radio
All content must be available on-demand – everything. The audience is demanding it and every medium except radio is responding. How to create time shifted radio content. Whether to rely on over-the-air broadcasts for time shifting or create new content. How to market time shifting as a new stream of revenue. Go to school on time shifting.
A powerful agenda for a media conference worth attending.
A one-day seminar presented by Jerry Del Colliano March 26, 2014 at the Rittenhouse Hotel, Philadelphia with the assistance of clinical guest faculty.
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