These Moments of Truth involve listeners thinking about your brand when they are changing locations – getting in their car, arriving at work, heading out to lunch. These events make up the 31 occasions per week heavy listeners give to radio (compared to just 7 occasions per week by light users who spend less than 1 hour per day listening).
Magnifying the importance of top of mind awareness is the dominant role of P1s. If your P2s are contributing as much listening as your P1s, you’re going to find yourself on the losing end of ratings and revenue.
An underlying reason that P1s are so important is that the majority of listening occasions only involve a single station. It’s counterintuitive, especially in a world of infinite choice. However, that’s the reality. In the midst of a measured listening occasion, most heavy listeners don’t switch.
You’ve got to take that hill, before they ever leave their house. That’s where you have the best opportunity to create and reinforce listening habits.
It’s similar to buying cereal. Are you the brand they intentionally put on their grocery list before they leave the house or are you fighting for awareness in an aisle filled with shopping carts and infinite choices? As shopping carts/lists go virtual (and car dashboards get more sophisticated), occupying this scarce brand leadership position becomes even more important to winning the occasion.With how important in-car listening is to station ratings, people regularly ask us for our perspective on billboards. For many retail brands, it’s a very effective platform. However for radio stations with a limited budget, it’s tough to objectively make the case. In addition to paying to reach vehicles that don’t live in town (ex. long haul truckers), you’re also paying to reach audience demos that don’t matter in ZIP codes across the metro.
By over-investing in people who don’t matter to your ratings and revenue, it results in under investing in the people who matter most to your success.
Beyond the inefficiencies of outdoor, another downside to investing in billboards goes back to the fundamentals of listening habits. By the time someone gets out of their neighborhood and eventually sees a billboard, the pivotal moment of truth has already passed.
President and COO