Selling Without Ratings
The cost of ratings is forcing stations to find alternatives as they see their spot revenue decline.
The obvious alternative is paying for another less expensive ratings service but it isn’t the only answer.
Local and regional sellers particularly are having success through their own creativity and I’ve gathered a few of the proven methods for you this morning.
Actually, even if you can afford to pay Neilsen, you’ll want to check out these tactics that could be used against you by a savvy competitor.
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In theory, using local data is a fantastic way to dodge the estimated $30,000 monthly ratings ransom Nielsen demands in major markets.
In reality? Good luck finding anyone left in the building to actually compile it. When your entire staff consists of syndicated or voice-tracked shows out of Cincinnati, a part-time receptionist, and an overworked sales manager running three departments, those years of corporate 'synergy' and endless budget cuts leave you wondering: is there anyone actually left in the building who knows how to open an Excel spreadsheet, let alone compile the data?