Radio--Medium Market
Challenge:
This privately held, mid market broadcaster had two stations (AOR and AC) with declining share and stagnant revenue; management was frustrated by feedback from their current consultant. With no heritage and no big name morning shows, they were struggling against competition that had both.
Solution:
Mediathink clarified station formats and the stations’ opportunities within the broader media environment. By putting both stations into a larger context and conducting music tests utilizing a unique process for analysis, Mediathink enabled the stations to understand their positions and serve their demographics with formats that are relevant now— and provide a growth strategy unavailable from typical research.
Result:
An incremental $2M in revenue by the end of 2004. How? Within six months, the rock station achieved its best position ever. The station beat the heritage in format competitor A25-54 cume, M25-54 total week and Morning Drive. The station is now out-billing its rock competitor more than $100,000 a month and even beat the Soft AC “At Work” station.
The nearly dead AC is now a Top 5 station total week A25-54, despite the removal of the 100,000 watt signal on which it was previously simulcast. Neither station benefited from external marketing like running TV, outdoor, or other large marketing expenses.
For every $1 invested, $7.56 in profits were realized.
“Working with Mediathink is more than just music analysis. Throughout the process, they identified the landscape and brought us in to reality— they’re like having a pair of night vision goggles on. The world is changing, and you need to respond, the changing media environment requires a bigger vision. Mediathink enabled us to answer the question 'What are we going to do to be valid and relevant in this new reality?'" - Executive Vice President
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