Inside Music MediaJerry Del Colliano

One of the largest national media buyers, Horizon, is reinventing ratings with proprietary software that will designate the mood of listeners and reach them by mood.

If so, they had better be careful what they wish for because radio listeners are in a damn lousy mood.

Let’s see how they are going to measure two 8-minute commercial breaks an hour that sound three times longer with all those cheap 10’s and 15s in there.

And Horizon knows a lot about buying cheap radio because in my view they have been responsible for bidding down radio ad rates.

Finally, something that can make PPM actually look good – but only by comparison.

How desperate are we getting?

The answer to radio’s problems is not going to come from a media buyer who is virtually devaluing it every day.

Keep running dumpsters full of lousy commercials and I’ll tell you the mood of radio listeners – piss poor.

That’s why they are listening less.

That’s why what audience remains is older and older.

The good, independent radio groups are having a good laugh on Horizon today (and all the coverage they are getting in the happy talk radio trade press).

Good operators know you never let a media buyer in the front door to help make your decisions.

These good radio companies – the ones that don’t have mist tunnels in their offices or their brother making programming decisions – actually have some startling revelations of their own.

On rates, morning shows, the new programmatic buying, spotloads and why non-commercial NPR would make an unbeatable commercial station.

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“Millennial Mistakes You Don’t Want To Make” has been added as one of the 13 topics to be covered at my Media Solutions Conference in Philadelphia March 18^th. Learn more.

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