Urban, Hispanic Radio Deliver Exclusive Audiences
At the Radio Advertising Bureau conference this week, Radio One's urban stations KMJQ-FM and KBXX-FM in Houston were treated as textbook cases of how to adjust programming to adapt to the new PPM ratings technology.
"You have to look at everything: jocks, where you place stopsets, how you do your contesting. PPM is so unforgiving," advised Radio One vie president Doug Abernathy. The sales component of Radio One's PPM strategy involves training account execs to educate the marketplace about the new ratings currency. "We have become students in PPM, so we can answer questions for clients," Abernathy said.
Other executives said that the PPM validates that Hispanic stations as a whole have delivered an audience that is engaged. "Urban and Hispanics are the most loyal audiences and you can't get them through other stations," Abernathy said. The practice of advertisers using general market stations to reach black audiences is "over" and "a huge opportunity now exists to sell the exclusivity that urban and Hispanic can now demonstrate," he said.