Receitas publicitárias na rádio dos EUA em forte queda

«Advertising Age predicts the end of the 30-second commercial. Some say that all commercials will be replaced by self-selection of consumers»

«Broadcasters are already aware of the effectiveness of rudimentary text displays on DAB digital radios and it is a small leap to imagine what happens when this text display expands into a colour graphics screen. For the advertiser, this offers an opportunity to display brand logos, pack shots and other information alongside the audio. It is quite simple to run moving graphics and even video clips alongside the sound commercial. If that sounds like cheap TV then think again, because that analogy is to misunderstand how radio is consumed and how the visual display is likely to be used. The other element to DAB digital radio technology is the addition of memory to radio receivers. “Rewind Radios” are already available and allow the listener to pause live listening and resume minutes or even hours later. The next implementation of this technology to appear from early 2005 adds control signals broadcast via an EPG enabling listeners to navigate and schedule their listening to taste.»

«September was “much uglier than expected”, So says Wachovia analyst Marci Ryvicker on radio’s 7% revenue decline»

«Citing what it calls "a challenging radio industry environment," Radio One Inc. reported a 40.2 percent decline in third-quarter earnings.»

Significa perda de receitas imediatas, mas mais probabilidade de escuta nos mercados com PPM (EUA):

«And it’s not just for an hour. More stations are airing longer blocks of ad-free programming. One Boston station has given back three hours a day. What does it mean for dollars and ratings? Obviously, they’re going to be giving up some revenue. But some programmers think it could have a positive effect on ratings in the long run. Especially in a PPM world»: fonte: «Commercial radio goes commercial-free», 29/10/07, Inside radio

«In the following media growth projections, Bridge Ratings estimates based on current trends that Internet radio will have 180 million listeners by 2020, 250 million will still be listening to terrestrial radio, but HD will have less than 10 million. Which will contribute more to radio's financial future?

According to John Blackledge analyst with JP Morgan, Internet radio advertising is estimated at 0M this year (2007). Bridge Ratings estimates that by 2020 Internet radio is projected to generate revenues equal those terrestrial radio acheived in 2006. Traditional radio companies are finding insufficient resources for the type of development of new media content and strategies needed to transition with its future audiences who today are between 10 and 24 years of age. With Internet advertising set to surpass that of traditional radio by the beginning of 2008 and Internet radio advertising growing alongside, traditional radio companies should see the benefit of fully developing compelling Internet radio content and highly trained sales forces»

fonte: «HD Radio vs. Internet Radio - Which is Radio's Future?», Bridge Ratings, 8/08/07 

«Os jornais nos Estados Unidos estão a perder grande parte da sua receita publicitária para a internet, em comparação com os outros media. A conclusão é de um estudo feito pela Wachovia Equity Research, citado pelo site da Adweek. A equipa analisou 100 anunciantes norte-americanos de topo e constatou a transição feita dos media tradicionais para a internet. A Wachovia Equity Research revelou que 55 desses anunciantes cairam em categorias como retalho, telecomunicações, serviços financeiros, media e tecnologia/internet. Globalmente, os jornais perderam 14,3% de receitas publicitárias em 2006, enquanto que a televisão ganhou 4,4%. Já a internet, alcançou um crescimento de 17,8%.»

fonte: «Jornais perdem publicidade para a internet», Meios e Publicidade, 11 de Julho de 2007, por Maria João Morais

«(...) o fim do modelo dos anúncios de 20 ou 30 segundos concentrados num bloco comercial. "Vamos entrar numa era em que os conteúdos publicitários diluídos na programação terão um peso superior ao dos spots". Para ilustrar esta perspectiva, Mark Story repetiu uma frase de um autor norte-americano segundo a qual, no futuro, "o negócio da rádio será como um icebergue, um terço estará à vista, enquanto dois terços estarão submersos".»

fonte: MARQUES, Rui O., A rádio tem futuro na era da internet e do iPod?, Meios e Publicidade, 18/06/07

«The jury may be out on Google's attempt to sell radio advertising, but that didn't stop eBay from joining the business last week, through a pact with Bid4Spots. The company sells last-minute radio inventory through weekly online auctions for about 2,300 radio stations.
"This deal is intended to pump more ad dollars into our system," said Dave Newmark, chairman, CEO and founder of Bid4Spots, which does between ,000 and 0,000 of business a week.
So far, radio stations—particularly big-market outlets—have been cautious about handing over inventory to Web auction systems. But Google got some traction in April, when it signed a long-term deal with Clear Channel (which has also used Bid4Spots) for 5 percent of the inventory on 675 stations.
While Google and eBay broaden the radio marketplace by making it easier for smaller agencies and advertisers (many of which rarely or never use radio) to do business, larger agencies find little use for the two online giants. "Our clients want more control," said Maribeth Papuga, senior vp and director of local broadcast for MediaVest. "We have to know what we're buying and the systems don't go deep enough in markets or have enough inventory." (fonte: Katy Bachman «EBay Dives Headfirst Into Radio Ad-Selling Pool, Mediaweek.com, JUNE 11, 2007)

«O eBay, maior site de leilões virtuais dos Estados Unidos, está ingressando no mercado de anúncios para rádio, tornando-se negociador de inserções comerciais no meio e um competidor do Google, qua já provê um serviço similar.
O novo serviço estréia na quarta-feira (06/06), dentro do eBay Media Marketplace, disse a companhia em um comunicado na terça-feira.
O serviço de agenciamento de anúncios de rádio será provido pela Bid4Spots. Tanto anunciantes quanto agências de publicidade já podem se registrar no site do eBay Media Marketplace. Por meio da plataforma, o anunciante terá acesso ao inventário de mais de 2,3 mil estações de rádio.
A exemplo do Google, o eBay vai usar a internet para tentar melhorar a forma como os anúncios são comprados e vendidos e a maneira como as campanhas são monitoradas e analisadas. Executivos do Google disseram repetidas vezes que a empresa está confiante de que pode usar a tecnologia da internet para melhorar as transações de anúncios offline, não só no rádio, mas na mídia impressa e na TV também.
O eBay Media Marketplace também tem um sistema para comercialização de anúncios em TV a cabo, mas é voltado para grandes anunciantes fazerem compras planejadas. Este serviço ainda não se tornou muito popular.
O serviço de rádio, por outro lado, oferece maior flexibilidade para que os anunciantes façam inserções de “último minuto”, disse o eBay, o que também pode levar as emissoras a oferecerem preços mais agressivos»

Google CEO Eric Schmidt says radio is “greatly undermonetized.” He predicts a breakout year for his company and radio as USA Today reports. “Look at the time people spend listening to radio, vs. the money currently being spent to advertise on radio — it’s out of whack.”

«When CEO Eric Schmidt joined Google from Novell in 2001, it was an unprofitable but up-and-coming search engine. Now, Google (GOOG) has surpassed Microsoft (MSFT) and Yahoo (YHOO) as the world's most-visited website. It just announced a record billion in quarterly profit, virtually all from those little 10-words-or-less text ads that appear near search results. And the company is looking to expand its advertising empire. Google says it will spend .1 billion to acquire DoubleClick, an online company strong in display ads, an area in which Google has been weak. It also made an alliance with the nation's largest radio broadcaster, Clear Channel, to let Google advertisers buy radio ads directly from the Web. USA TODAY's Jefferson Graham sat down with Schmidt to discuss the new directions and perceptions that Google is now unstoppable. These are edited excerpts:

Q: You say this will be a "breakout" year for Google and radio. Why? A:  Radio is greatly undermonetized. Look at the time people spend listening to radio, vs. the money currently being spent to advertise on radio — it's out of whack. Radio can be so much bigger.

Q: Why do you think your network of advertisers, who specialize in online text ads, are ready to move to audio advertising? A: We have enough inventory. We got into radio when we bought (radio company) dMarc Broadcasting, but they had remnants (unsold ads offered at last-minute discounts), which is stuff people didn't want. That's a good business, but not a great business. What we needed was prime-time slots, and that's what Clear Channel offers us.» (fonte: «Schmidt says he didn't grasp the power of Google at first», USA Today)

«Facing increasing competition from satellite radio and iPods, Clear Channel Communications is trying something radically different at a commercial radio station in Texas: getting rid of the commercials.
As of today, KZPS in Dallas — on the dial at 92.5 FM or online at lonestar925.com — will no longer run traditional 30- or 60-second advertisements. Instead, advertisers sponsor an hour of programming, during which a D.J. will promote its product conversationally in what the company calls integration.
For example, the D.J. will identify Southwest Airlines, one of the station’s first advertisers, as the sponsor at the beginning of the program. In a prototype provided by the station, the D.J. later discusses the South by Southwest music festival, a popular annual event held in Austin, and concludes, “You know, the best way to get down to Austin for South by Southwest is Southwest Airlines. They have tons of flights. It’s the way I travel.”
The product-themed chitchat will account for about two minutes peppered throughout the hour, in contrast to the 12 minutes to 16 minutes of commercials that most stations broadcast each hour.
(...) Clear Channel’s move is not unprecedented. In 2005, three stations on Long Island owned by the Morey Organization experimented with a similar model but eventually returned to conventional commercials.(...)
fonte: New York Times, «In Dallas, Commercial Radio Without Commercials», ANDREW ADAM NEWMAN, April 23, 2007

http://www.nytimes.com/2007/04/23/business/media/23radio.html?_r=1&oref=slogin

Sobre a questão da redução de publicidade diz Mark Ramsey: «My gut tells me this advice is related to feedback from PPM markets where listeners tend to want stations to be more of what they promise to be and less of anything else, but that's a guess on my part. How does this square with my frequent advice that the stuff between the records is where radio's great advantage is? It doesn't, strictly speaking. But my advice is not about how to compete against your radio competitors in a PPM world, it's about how to compete against ALL your competitors in a world of many audio entertainment options»

«La inversión publicitaria en internet crecerá un 28,2 por ciento este año, mientras que en el resto del mercado lo hará un 3,7, y superará a la emitida por radio en 2008, según un informe presentado por la agencia ZenithOptimedia.

Internet representará cerca del 9 por ciento del total de la inversión publicitará en 2009, según vaticina el estudio de la agencia de medios, en el que se observa que en la actualidad alcanza más del 10 por ciento de la tarta publicitaria en los mercados de Noruega, Suecia y Reino Unido.
Los pronósticos indican que el medio alcanzará este mismo porcentaje en el plazo de dos años en países como Australia, Canadá, Dinamarca, Israel, Japón, Corea del Sur, Taiwán y Estados Unidos.
Actualmente obtiene su mayor índice de participación publicitaria en Reino Unido, donde representará el 16,6 por ciento del total en 2007 y se prevé que llegue al 22,6 en 2009.
(...) En los últimos diez años la inversión publicitaria ha aumentado a una tasa media anual del 5 por ciento, cifra que ascendió hasta el 6,2 por ciento en 2006, gracias a los Juegos Olímpicos de invierno y al Mundial de Fútbol, mientras que crecerá en torno al 5,2 por ciento en 2007. (...)»

fonte: «La publicidad en internet superará a la emitida en radio en 2008», 11/04/07, El Espectador

«O site de buscas Google ampliou ainda mais seu império de publicidade nesta segunda-feira, ao assinar um acordo para a venda de anúncios com o gigante de rádio americano Clear Channel. O acordo, válido por muitos anos, prevê a venda de uma parte garantida de anúncios de 30 segundos em mais de 675 estações AM/FM do Clear Channel.»

Mark Ramsey: «will Google consummate the acquisition of a radio rep firm, as has also been rumored? Under any scenario, this deal radically reshapes the radio landscape and further blurs the boundaries between radio and other audio entertainment media, since it is Google who can theoretically mediate the advertising buys on all»

«The internet will overtake radio by next year and become the world’s fourth-largest advertising medium, a year earlier than forecast. Global spending on internet advertising increased from .7 billion in 2005 to .9 billion (£12.6 billion) last year, according to ZenithOptimedia, the media-buying agency.  (...)In the Middle East and Eastern Europe, advertising spending is growing faster than in North America and Western Europe, which are “maturing rapidly” as advertising markets, Zenith said. (...) Although spending on traditional media, such as magazines and radio, has been falling in the UK, more than £2 billion was spent on internet advertising in 2006. Online advertising accounts for 11.4 per cent of total advertising revenue in Britain, almost double the global average of 5.8 per cent and above the 7.8 per cent share of advertising expenditure in the US.»

fonte: «Advertising on internet soars as world follows British lead», The Times, April 3, 2007, Rebecca O’Connor

«(...)Then there is radio. The chief executive of Google, Eric Schmidt, said last year that the company would eventually have 1,000 employees dedicated to radio advertising alone. (...) Google's effort to sell radio ads, the oldest and most advanced of its major offline advertising plans, has run into several hurdles, including radio stations that are wary of losing control over the sale and pricing of ads. The promise that Google offers old-line media markets is that it can replicate the formula that has worked so well for it online. It is a formula that relies heavily on technology to allow advertisers to buy their own ads, have them appear on relevant pages across a vast network of Web sites, and then track the results (...).»

fonte: IHT, Can Google sell that radio gaga?, Miguel Helft, 29/03/07

(Crofts et al., 2005)»

fonte: Will the iPod Kill the Radio Star?, Richard Berry, Convergence 2006; 12; 146

«During the Q&A portion of the Cox earnings call on Tuesday, Cox Radio President/CEO Bob Neil said, “We continually fight to try and make advertisers understand what the value of our medium is. It's not unlike the fight that our media brothers and sisters go through all the time.
“We feel like, given the percentage of time we get from consumers we don't get our fair share on the advertising side. We think, given the amount of time people spend with us and our advertising share, we bring a good value to the table for local advertisers and we want to make sure that they realize that.”
«Neil continued, pointing out that “when 93% of the people are listening to radio on a weekly basis that’s a pretty powerful thing.
“Is fragmentation occurring? Sure it is. But it’s always occurred for radio. You (reporter covering the call) write about the iPod. Ten years ago your predecessor was writing about CDs and 20 years before that his predecessor was writing about 8-Tracks. It’s always something.
“The point is, this is a good business. It has a lot of people listening to it. It’s a viable advertising business. So rather than spending all your time finding out what’s wrong with it, it would be great if somebody would spend a little bit of time at least recognizing the positives that are there.
“The facts speak pretty well for our media, and if you’re in some of the other media it’s a lot worse right now, so I’ll take radio, thanks.”»

fonte: «Cox's Neil: I'll Take Radio», radio Ink, 1/03/07 

Etiquetas: internet, mp3

«In the past three years, more than 0 million of radio advertising revenue has disappeared from Greater Media markets. That's according to President & CEO Peter Smyth, who wrote in his monthly newsletter, "These dollars, which were once used to fund ad messages to broad audiences, are being redeployed to the Internet in more personal, one-to-one marketing efforts. Advertisers are rethinking their approach to media marketing and are questioning their media mix." Smyth noted that interactive advertising is growing in excess of 25 percent per year, while radio revenues have been flat to negative for three years. "In the near future, the interactive world will be a larger, yet more diverse advertising medium than radio. What are we as an organization going to do to respond to this trend ...? It is time for us to more clearly define our business."»

fonte: «Smyth Says Let's Redefine Our Business», 12/01/07, RadioWOnline,

Etiquetas: Internet

A publicidade é ou não um problema da rádio comercial?

Muitos acham que sim, mas este estudo diz que não:

oito em cada dez norte-americanos afirmam que ouvir anúncios publicitários é o preço justo a pagar pela programação independente (ou seja, programação que é não é condicionada por interesses directos). Por isso dizem que não mudam quando chega a publicidade (embora no carro já não seja tanto assim, certamente pela facilidade de mudar de estação).

algumas recomendações:

-There is considerable evidence in this study that reductions in radio spot loads should lead to greater time spent listening to radio—provided that the spot load reductions are noticeable and that stations inform their listeners of the changes.

- The radio industry should promote aggressively to the advertising community the benefits of radio advertising compared to television advertising.

- Radio stations need to promote the value of commercial radio to their listeners.

fonte: «Spot Load Study 2005:Managing Radio Commercial Inventoriesfor Advertisers and Listeners», Arbitron/Edison Media Research Spot Load Study 2005:

http://www.edisonresearch.com/home/archives/SpotLoad_Study_2005.pdf

«Last June, I shared with the world Google CEO Eric Schmidt’s vision for personalized radio ads, and his need for a “pair of pants, in “Google targets GPS-based in-car personalized advertising”: Schmidt believes that when he is listening to the radio in his car, radio ads should personally address him about his needs. For example, while driving past a clothing store, a radio ad should remind Eric that he needs a pair of pants and instruct him to turn left at the upcoming clothing store… (...) Nine months after the dMarc acquisition, an eternity in “the entire cycle of Google,” Schmidt neglected to let the world know during its Q3 earnings call yesterday how he is proceeding in his quest for a “pair of pants,” and the billion radio advertising market. Why was Google silent on its .13 billion 2006 diversification acquisition? During the Q2 earnings call, Schmidt indicated dMarc was on track to selling up a radio advertising storm: (...)  What I wanted to do is to finish by saying that we are in many ways crossing into another era here of what it will be possible to do with the Internet. We have gone from web search, various other forms of applications to now literally being able to do business, life, entertainment, especially with the integration of video, on the net. This is a very, very powerful, powerful way in which many, many companies, many, many users, many, many advertisers will use. But will they be using the radio, via dMarc Broadcasting?»

fonte: ZDNet, «Is Google hiding the radio star? Google silent on dMarc Broadcasting in Q3», October 20, 2006, Donna Bogatin @ 1:57 pm

Mark Ramsey: «Arbitron says that roughly 92% of listeners listening to what precedes a commercial break stay with that station into the break. And another high percentage of listeners stick out the entire break without switching stations. So what does this mean? (..) Taken to the obvious extreme, the logic suggests we should play whatever we want, run as many spots as we want, no matter how bad they are, because none of it matters anyway. (…) That is, what happens in any given moment between you and your radio station is one thing. What happens over a sweep of time between you and that same station is another. (…)Only a fool would conclude that listeners are so stupid as to be ignorant of our lapses in judgment. Only a fool would conclude that listeners would sooner tune in a station known for too many commercials and too much clutter when there's not value enough in that station to compensate for these sins. Arbitron's new research result about listener behavior during spot breaks is not a license for us to be bad programmers or lazy sellers. It does, however, urge us strongly to focus on the "big picture", the forest, and the message that forest communicates about your station.

«A study released Thursday at the NAB Radio Show determined that radio retains an average of 92% of the listeners who are tuned in to a station one minute before the beginning of a commercial break. The study, which compared PPM listening data against Media Monitors advertising tracking data, surveyed 93,876 commercial breaks, studied breaks that varied in length from one to six minutes. Interestingly, the study found that the percentage of tune-out is worst in the middle of a break, regardless of how long the break length. However, the drop off between each minute tends to be fairly moderate, regardless of the break's length.

For example, the study found that 93.3% of listeners stick around through the first minute of a four-minute break, drops to 87.7% by the third minute, but jumps back to 89.7% by the fourth minute (...)»

fonte: «Study: Listeners Stick Around Through Commercial Breaks», Radio Ink, 22/9/06

A discussão segue nos EUA: empresas como a Google ou a Yahoo permitem corresponder informação (em sentido geral) com publicidade, através de pesquisas especializadas e locais. Uma ourivesaria de Tampa tem uma alternativa aos meios clássicos para difundir a sua publicidade: 

«Although the potential for competition from local search has been around for a couple of years, Yahoo! and Google's local search programs are only now making the rounds in radio industry trades. One scant mention comes at the end of a story at Radio & Records in 33 words: ""We now fear that in 2007 Yahoo! and Google local tools may siphon 2%-3% of local advertising share. We see risk of further downside of 10%-15% by year's end, even after declines of 20% to date."»

fonte: «Local Search Will Damage Radio Industry», Audio Graphics, 12/7/06 

«GCap is extending its two-ad policy to digital station Planet Rock from next week. The broadcaster [GCap] introduced the policy, which promises listeners that there will never be more than two ads in a row, on Capital Radio in January.
GCap said that it had improved ad effectiveness on Capital by 38% since it began, according to research by Ipsos.
Simon Daglish, national sales director, said: “We want to continue to drive the radio market with innovative programming and this gives us the platform to deliver this.
“We believe it provides a cleaner, clutter-free environment for advertisers and listeners and further encapsulates GCap Media’s pledge to drive radio’s digital future.”

fonte: «Planet Rock to adopt new GCap ad policy», Media Week, 22/6/06

A Clear Channel está a estudá-los (conhecidos como blinks):

«The Blinks could be used in a number of ways. Clear Channel's Creative Services Group crafted a demonstration spot using the McDonald's jingle, minus the "I'm lovin' it" language, and placed it between one hip-hop song and another. The group also created a Blink for BMW's Mini Cooper with a horn honking and man's voice saying "Mini," and placed it before miniaturized news reports. (Neither marketer has a deal with Clear Channel for Blinks.) Other audio mnemonics that could use Blinks are the Intel chime and the NBC bells»

Mas a reacção do mercado não é animadora e já foi testada:

«Omnicom Group's BBDO Oslo earlier this year produced a less-than-one-second radio spot for the Norwegian edition of "Guinness World Records 2006." The spot, recorded in Norwegian, says "Guinness rekordbok," according to one of the spot's creators, Alexander Gjersoe, and clocks in at 0.954 seconds. (In English, the spot runs a tad longer, 1.1 seconds, thanks to the whopping mouthful "Guinness Book of Records.")

The ad ran in March for two weeks on channel 24, a popular radio station in Norway, said "Guinness" spokesman Sam Knights. Then on May 17, "Guinness" awarded the world record for the shortest radio advertisement»

fonte: Advertising Age

http://www.adage.com/mediaworks/article.php?article_id=109939 e http://www.adage.com/mediaworks/article.php?article_id=109796

MAis: «By now most people are familiar with Clear Channel Radio's "Less Is More" initiative when it comes to commercials, but is a one-second spot taking the idea too far? Clear Channel is reportedly discussing the idea of one-second spots, dubbed "blinks," with marketers and media buyers. (...) "It really is to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising," Jim Cook, SVP/Creative for Clear Channel Radio, told AdAge»

fonte: «Clear Channel Advertising "Blinks"» FMQB, 12/6/06

«A rádio, fruto da sua polivalência (tanto pode ser consumida no interior como no exterior) apresenta grandes vantagens competitivas ao nível da cobertura de audiências. Todavia, a valorização da rádio enquanto veículo publicitário está, em larga medida, confinada ao período que os potenciais ouvintes passam no interior dos seus automóveis. Analogamente à imprensa, também a rádio se encontra ameaçada pela propagação da tecnologia digital que disponibilizam produtos/serviços semelhantes aos da rádio»

fonte: «Evolução do investimento publicitário mundial por suporte de comunicação» Obercom, (E.P) 19-04-2006

«the largest local Web site in most markets, typically run by a local newspaper, will generate more in ad sales this year than the largest-grossing radio station in that market»

«Borrell estimated that 1,700 to 2,000 radio stations of a total 6,700 stations are selling advertising on their Web sites. Radio stations grew ad sales by 70% from their Web sites in 2005 to million, up from million. That’s still only a small portion, about 1% of total local online advertising. Average revenue from a site was ,024»

fonte: «Borrell: Web Is The Place To Be», Billboard Radio Monitor, April 19, 2006, Katy Bachman

«Um estudo recente da firma americana de pesquisa de mercado PQMedia apurou que o investimento publicitário em blogues, podcasts e RSS duplicou em 2005 - cifrando-se mesmo assim nuns relativamente reduzidos 16 milhões de euros; mas a firma estima que, até 2010, o investimento publicitário nesses meios chegue aos 620 milhões de euros anuais. Outra firma de pesquisa de mercado, a Zenith Media, estima que em 2005 a quota da Internet no mercado publicitário mundial era de 4,5 por cento; e que em 2008 essa quota chegará aos 6,5 por cento. Ainda segundo a Zenith media, a publicidade na internet irá ultrapassar em volume a publicidade em outdoors; em 2008 irá alcançar a publicidade na rádio».

fonte: «E de onde vem o dinheiro» Publico, 15/4/06, pag 5 

lembram-se da rádio via satélite nos EUA ser «commercial free»? Belos tempos...

«As XM and Sirius continue to evolve, it looks as if commercials will become more and more prevalent on the satcasters’ stations. Already, XM has altered its slogan of "100% commercial-free music" to having the "most commercial-free music channels." Last month it was revealed that ads would be placed on Clear Channel-controlled XM stations as part of the companies’ agreements. XM SVP of Sales and Marketing D. Scott Karnedy tells Business Week, "Advertisers were concerned about mass. When we broke through six million subscribers, we saw that as a tipping point [with advertisers]." In 2005, XM tripled the amount of ad agencies it was involved with as ad revenues have skyrocketed in the past two years, reaching million last year. Karnedy says that XM "can’t keep up with the demand." The company expects to up its amount of ads on its talk channels in the near future. As for Sirius, ad sales grew to .1 million last year. The satcaster is also considering increasing the spotload on Howard Stern’s show from six minutes per hour up to nine, reports Business Week. Stanford Financial Group analyst Fred Moran tells Business Week that he predicts both satcasters will bring in 10 percent of their sales revenue via advertising by 2011. Sirius predicts they will reach that amount in the next few years, though advertising only makes up under one percent of their current sales.»

fonte: «Satcaster Advertising On The Rise», FMQB, 17/4/06; o artigo da Business Week: http://www.businessweek.com/technology/content/apr2006/tc20060413_150389.htm?campaign_id=search

Até por isto...

«The 0 million financial restructuring offers another reminder of just how capital-intensive the satellite radio sector remains. But beyond capital outlays for infrastructure, overhead, and satellites, a great deal of money is being used for attention-grabbing content. Both XM and Sirius have been criticized for spending excessively to secure big personalities and sports packages, and XM board member Pierce Roberts even resigned over a lack of cost controls» («XM Initiates 0 Million Debt Restructuring Plan» Digital Music News)

«Spending on Internet ads will overtake billboards and other outdoor advertising next year, and close the gap on radio in 2008, a new report said. The Internet will account for 6.5 percent of all advertising by the year after next, up from an earlier forecast of 6 percent in December, according to global media firm Zenith Optimedia. Online ad spending accounted for 4.5 percent of the global market last year. "We have revised our Internet forecasts upwards once again, as it has continued to exceed expectations," Zenith said. Radio's market share will fall to 7.9 percent in 2008, from 8.5 percent last year. "The Internet is now firmly established as a mainstream advertising medium in developed markets, and in many developing markets too," Zenith said».

fonte: «ONLINE ADS GRAB SHARE», New York Post, By HOLLY M. SANDERS, April 11, 2006

Como os gravadores digitais de video nos EUA (pelo menos o TiVo) eliminam a publicidade, os anunciantes poderão optar pela rádio, uma vez que é mais díficil (impossível?) eliminar os spots.

A teoria é defendida pelo guru Mark Ramsey: «Can DVR's help Radio?»

«A recent study conducted by Edison Media Research found that almost three-quarters of radio traffic listeners pay more attention to commercials read live by the announcer of a traffic or news report than they do to pre-recorded commercials. The Edison Metro Traffic Study also concluded that 78% of those commuters requiring traffic information for suburban roadways gained this traffic information from their regular local traffic stations.

The Edison Metro Traffic Study was conducted by random telephone sampling February 9 - 22, 2006 of Adults 25 - 54 evenly distributed throughout the nonmetro counties in 10 of the top 20 DMAs. Respondents were required to have at least a part-time job, work primarily outside of the home, and spend at least 30 minutes commuting one-way to their workplace via a personal vehicle. This study was conducted on behalf of Westwood One by Edison Media Research.»

fonte: Edison Media Research, «Traffic Reports Capture Listeners' Attention Despite Distractions and Other», SOMERVILLE, N.J., March 30 /PRNewswire/ .

Pelo menos é que diz este estudo: «higher volumes of advertising on radio, in longer breaks or more frequent breaks, do not in themselves impact on the likelihood to switch».

A propósito desta iniciativa: «As reported by Reuters, Clear Channel yesterday forecast the first growth in radio revenue in more than a year, helped by its "Less Is More" commercial strategy, as it battles for listeners against competition from iPods, satellite radio and competing terrestrial radio stations. (...) "It’s a relief that revenues are no longer declining for Clear Channel," said Kit Spring, an analyst with Stifel Nicolaus. »

Clear Channel Sees Revenue Growth, 22/2/06, Radio Ink

Detalhes: «Starting in 2005, the radio company began slashing commercial time at its stations to improve the listening environment, in part by pushing for 30-second ads rather than the more popular 60-second spots. Fourth-quarter and full-year 2005 radio revenue dropped 6% as the market adjusted to the change. Analysts expected Clear Channel’s year-over-year comparisons to improve in 2006 when pitted against the softer 2005 numbers» (http://www.adage.com/news.cms?newsId=47979)

“La radio tradicional tiene una geometría que procede de la transmisión sin hilos. Es un medio de comunicación punto a multipunto. Cada canal es compartido por un transmisor y muchos receptores. Las personas escuchan la radio sincrónicamente, oyendo l0 mismo, al mismo tiempo y en el mismo canal. Internet es una geometría diferente, una red punto a punto en la que cada oyente dispone de un único canal, como en una llamada telefónica. Por esta razón, las emisiones de radio por Internet tienen la ventaja de un medio asíncrono: cada oyente puede escuchar un programa diferente Esto permite una personalización que, como mínimo, implica que se pueden escuchar los titulares de las noticias cuando uno lo desea (algo que hago a menudo cuando viajo). Una aplicación más interesante es la de adaptar el contenido al cliente, como si tuviera un pinchadiscos o un presentador privados. El inconveniente (para algunos) es que la radio de Internet es menos apta para las interrupciones de la publicidad y requerirá un modelo económico diferente para mantenerse (Negroponte, Nicholas: «La integridad de la información y la radio en Internet», en Ciberpais, 21-X-1999, apud Cebrían Herreros, 217)

De notar no entanto que este aumento das receitas não se traduziu num incremento do número de anúncios (spots) em rádio, tendo este passado de cerca de 1,2 milhões em 2004, para 1,1 milhões em 2005 (ou seja, menos 3,1%). Isto levou a uma diminuição do tempo total destinado à publicidade em rádio (menos 3,9%), que totalizou 8477 horas em 2005.» (Obercom, "Receitas Publicitárias da Rádio crescem 5,6% em França", VA 17-02-2006)

A partir de um estudo divulgado recentemente, algumas conclusões:

- O mercado global de publicidade na rádio vale apenas 9 por cento do bolo (ligeiramente menos do que há quatro anos); Este nove por cento não correspondem às audiencias da rádio e ao seu impacto, havendo lugar a uma subavaliação do impacto da rádio (que, assim, está muito barata).

Também fica claro que uma hora a ouvir rádio é muito mais barata do que uma hora na televisão, na internet ou mesmo a ler o jornal:

• Every hour of TV viewing attracts advertisers to spend .1 million.
  
• For each hour of radio listenership, its only .3 million
  
• And for the Internet advertisers only spend .4 million, over 50% more than TV
  
• For newspapers, advertisers spend 6.3 million for every hour of newspaper reading»

O estudo completo aqui: http://www.wan-press.org/IMG/pdf/WAN_Savoy_Prese_on_25-01-06.pdf

"Relativamente à rádio, tem-se observado um acentuado decréscimo da sua quota de publicidade desde meados de 2002. Esse declínio coincidiu com a propagação dos suportes on-line e obrigou a um reposicionamento estrutural estratégico. Neste sentido, a rádio, num claro exemplo de que a tecnologia digital, mais de que um concorrente directo de mercado, poderá funcionar como uma plataforma complementar, decidiu beneficiar de algumas das mais-valias proporcionadas pelas mesmas:

- Disponibilização de formas alternativas de consumo de rádio (o consumo de rádio no Reino Unido a partir das novas tecnologias aumentou 22% em 2004);

- Aumento do consumo de rádio no exterior das residências e dos carros;

- Atracção e fidelização dos consumidores mais jovens;

Em suma, o futuro da rádio afigura-se bem mais positivo do que há 4 anos atrás porque as tecnologias digitais criaram novas oportunidades de mercado e diversificaram a oferta das mesmas.»

("O investimento publicitário global por suporte de comunicação", Obercom, (E.P) 10-02-2006)

«Ofcom today announced proposals to allow sponsorship to extend to commercial television channels and radio. Ofcom proposes that certain restrictions should apply, which include:

- no television channel that carries news bulletins or current affairs programmes (or radio service carrying news bulletins) may be sponsored, as those programmes cannot be sponsored under current rules; and

- any organisation that is prevented by current rules from sponsoring programmes may not now sponsor a channel.

Sponsorship of programmes has existed on commercial television and radio for more than 15 years. During Ofcom’s review of the Broadcasting Code in 2004/5, a majority of respondents agreed that existing restrictions prohibiting channel sponsorship were no longer necessary.

The document can be found at:
http://www.ofcom.org.uk/consult/condocs/sponsorship/

(via Irrealtv)

A Google continua a posicionar-se para liderar a nova sociedade de informação, atacando em todas as áreas. Um exemplo disto mesmo é o facto de ter comprado uma empresa norte-americana especializada em colocar anúncios em rádios (tenham ou não emissão on line), uma empresa que "developed methods for automatically placing targeted ads into radio station broadcasts", a dMarc. "The dMarc platform will be integrated into the existing AdWords service, part of a larger plan by Google to broaden contextual advertising into various forms of media beyond the internet."

De acordo com a mesma fonte: "The magic of AdWords is that it creates revenue opportunities for smaller websites, and smaller stations will also characterize the radio push. Similar deals involving television, magazines, and newspapers could be on the way, though radio will offer the first important test case outside of the internet. Digital (HD) radio formats will also be part of the picture over the long-term, offering an even greater level of targeting to participating stations. Currently, dMarc has a network of over 4,500 member stations." Citações retiradas de "Google Acquires Contextual Radio Advertising Technology"

De acordo com a Real ink, "dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements."

"Essa aquisição irá trazer muitos dólares de publicidade e aumentará a rentabilidade do rádio, combinando a crescente rede de anunciantes do Google com a inovadora tecnologia de publicidade em rádio da dMarc", disse Tim Armstrong, vice-presidente de venda de publicidade do Google."

Parece ser uma tendência da rádio norte-americana da actualidade, a redução do tempo da publicidade.

Esta notícia comprova-o:

"Harris-Nesbitt’s November Radio Airtime Monitor found 7.7% less radio commercial time versus December 2004. Clear Channel radio cut back the most time (19%), and even evidenced 15% less time after the LIM anniversary. “That bears monitoring in January, possibly signaling lower CC Radio estimates in 1Q,” says H-N analyst Lee Westerfield.
Note: Other radio operators reduced little commercial time (-2%). "

Antes de chegar o iPod, o gadget da moda nos EUA era o TiVo, o gravador digital que agiliza a selecção dos programas preferidos e acaba com a publicidade.

E um TiVo na rádio?

Acabo de descobrir este modelo de rádio com gravação em mp3, que pode ser considerado um TiVo para a rádio. Vale a pena ler as suas características

(dica: radioxfactor)