The "Fans " Versus the "Listeners "
Training Tip on Using Your Scarborough Data: Exercise #35
Does your listening audience change when your sports programming takes over? Scarborough can help you discover the differences between your station listeners and the sports fans who tune in for specific events.
Use Scarborough to uncover the strength of your sports listeners by closing in on the unique characteristics of your programming.
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If your reps need more help with this topic, they may want to take:
To register, go to www.ArbitronTraining.com For more information on Scarborough, go to www.Scarborough.com |
Instructions for the Leader:
Step 1:
Divide the staff into two groups. Ask one "team" to run an Instant Qualitative Profile Report (IQP) and a Profile Report with the Criteria being a sports team your station carries. Ask the other team to run an IQP Report and a Profile Report with the Criteria being your total weekly listenership. In each case, include in the Categories selected sporting goods, travel, plan to buy, etc.
Step 2:
During a sales meeting, have the "teams" compare the differences between the "Sports Fans" and the "Typical Station Listener." How are they similar? How are they different? Does this provide your station with two separate audiences for clients to advertise to or does it help you focus even more on a key, specific demographic?
Step 3:
Compile a list of categories where the Sports Fans are strong and have your AEs discuss how they can use this information to sell spots and sponsorships during the games (for example, the sports fans may be more likely to shop at a sporting goods store, buy an HDTV, etc.).
Additional Instructional Materials
Instant Qualitative Profile step-by-step guide
Profile Report step-by-step guide
Sales Tip Archive
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