2015 Nielsen Audio Conference/ Urban PD Clinic Top 10
The 2015 Nielsen Audio Conference and Urban PD Clinic was held in National Harbor, Maryland overlooking the peaceful Potomac River just minutes away from downtown DC. Total Audio was the mindset from Nielsen, which enabled attendees to obtain statistics and insights from all aspects including radio, print, digital, and podcasting. Personally, this made my 3rd visit to the Urban PD Clinic in my career and every time I leave with so many rich connections, vital information on the current state of radio, and trends to watch out for in the years to come. Here are my top 10 takeaway from the 2 day mega conference.
- The average listener doesn’t come to you every day. There’s shocking research that exposed the reality that your ‘super listener’ may visit your station 3 out of 5 days and your casual listeners may only tune in 1-2 days a week.
- Radio has incredible reach (260 million listeners) and still has an important place in the audio consumer’s life.
- Radio’s growth is driven by Urban and Hispanic.
- At the moment, download counts is the main measurement for podcasting. At least 5,000 podcast downloads are needed to be impressionable to prospective advertisers.
- Urban AC is getting picked from both ends as the trending Mainstream Urban is pulling from the younger end and Throwback Hip Hop stations are also pulling from Urban AC’s target audience.
- Urban format growth is fueled by strong appeal in the South. States like NC, SC, GA, AL, LA are hotbeds for the Urban format.
- Texting is a good way to get brand attention.
- Millennials demand that social media posts are funny, useful, informative.
- Ads need to generate a conversation. Create something useful that your audience will use and share. Promote it like crazy!
- Early streaming data is a good indicator for radio. Streaming counts decline when radio hops on the song, which indicates that listeners stop streaming a song once radio delivers on the record.