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Wbcn Perception Vs Reality


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Take an in-depth look at the WBCN listener profile with this presentation. Call me if you have a product or service these consumers might be interested in.

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Wbcn Perception Vs Reality

  2. 2. AGENDA <ul><li>THE WBCN LISTENER </li></ul><ul><ul><li>How much do you know? Quick Quiz </li></ul></ul><ul><ul><li>Notable Notes </li></ul></ul><ul><ul><li>Perception </li></ul></ul><ul><ul><li>The Arbitron Reality </li></ul></ul><ul><ul><li>The Scarborough Reality </li></ul></ul><ul><ul><li>The Quantcast Reality </li></ul></ul><ul><ul><li>Putting It All Together </li></ul></ul><ul><li>REACHING THE WBCN LISTENER </li></ul><ul><ul><li>Personalities </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Digital </li></ul></ul><ul><li>SUCCESS STORIES </li></ul><ul><li>QUESTIONS & ANSWERS </li></ul>
  3. 3. SOURCE <ul><li>The following pages contain qualitative and quantitative information sourced from the most recent survey information available. Sources are: </li></ul><ul><ul><li>ARB FA’08 </li></ul></ul><ul><ul><li>Scarborough MAR’07-FEB’08 </li></ul></ul><ul><ul><li>Quantcast DEC’08 </li></ul></ul><ul><ul><li>Common Sense </li></ul></ul>
  5. 5. THE WBCN LISTENER <ul><li>According to Arbitron, what is the average age of WBCN listeners? </li></ul>40 in FA’08, 37 ½ average over last 5 books <ul><li>What % of WBCN listeners earn a household </li></ul><ul><li>income greater than $75,000? </li></ul>HOW MUCH DO YOU KNOW? 68.1% the way, 20% of WBCN listeners have an individual income greater than $75,000 <ul><li>What % of WBCN listeners have a college or post- </li></ul><ul><li>graduate degree? </li></ul>46% ...that’s a higher percentage than WRKO, WBZ, WAAF, WZLX, WROR and many more
  6. 6. THE WBCN LISTENER <ul><li>NOTABLE NOTES </li></ul><ul><li>Over 70,000 WBCN listeners visit each month. That makes BCN the 5 th ranked station in the market on cume and 2 nd on index (174). That’s more than WTKK, WMJX, WRKO and many more. </li></ul><ul><li>Over 83,000 WBCN listeners watch CNN each week. That ranks BCN 9 th in the market on cume and 5 th on index. </li></ul><ul><li>Over 143,000 WBCN listeners read the Globe or Herald each day (yes, the actual paper). That’s 6 th on index and 11 th on cume and beats WCRB, WTKK (again), WBOS and many others </li></ul><ul><li>41,000 BCN listeners purchased furniture or mattresses at Jordan’s furniture last year, 8 th ranked in the market on cume and 7 th on index. That’s more listeners than WROR, WBOX, WBMX, WTKK, WMKK, WCRB and more. </li></ul><ul><li>Over 228,000 BCN listeners go to the mall each month. That’s 11 th overall in the market, 8 th on index. That’s more than WMKK, WBOS, WFNX and others. </li></ul><ul><li>Over 161,000 WBCN listeners have a home mortgage, 8 th in the market on cume and 4 th on index. That’s more listeners and a higher index than WROR, WBOS, WAAF, WZLX, WMKK, WCRB and more. </li></ul>
  7. 7. THE WBCN LISTENER <ul><li>PERCEPTION </li></ul><ul><li>WBCN listeners are : </li></ul><ul><li>Young </li></ul><ul><li>Uneducated </li></ul><ul><li>Unemployed </li></ul><ul><li>Unable to afford discretionary purchases </li></ul><ul><li>Alternative lifestyle </li></ul>
  8. 8. THE WBCN LISTENER <ul><li>THE ARBITRON REALITY </li></ul><ul><li>WBCN listeners are: </li></ul><ul><li>37 ½ years old </li></ul><ul><li>Spending $7 billion per year on goods and services (that spending is the 11 th ranked in the market and beats WKLB, WZLX, WMKK, WAAF and many more!) </li></ul>
  9. 9. THE WBCN LISTENER <ul><li>THE SCARBOROUGH REALITY </li></ul><ul><li>WBCN listeners are: </li></ul><ul><li>18-44 years old (89% of the audience) </li></ul><ul><li>Narrower? </li></ul><ul><li>25-44 year old (63% of the audience) </li></ul><ul><li>Educated – 46% have a college or post graduate degree </li></ul><ul><li>Employed – 75% of listeners are employed, 50% of listeners are employed in white collar jobs </li></ul><ul><li>Affluent – 68% earn a household income greater than $75,000 (20% have an individual income greater than $75,000) </li></ul>
  10. 10. THE WBCN LISTENER <ul><li>THE QUANTCAST REALITY </li></ul><ul><li>WBCN listeners are: </li></ul><ul><li>“ Middle Aged” – 74% 18-49 years old, but wait…39% are 35-49 </li></ul><ul><li>“ Graduates and Post Graduates” – 60% have earned a college or post graduate degree </li></ul><ul><li>“ More Affluent” – 32% have a household income of $100,000 or more </li></ul>
  11. 11. THE WBCN LISTENER <ul><li>PUTTING IT ALL TOGETHER </li></ul><ul><li>You can’t afford to ignore the WBCN listener. They are : </li></ul><ul><li>25-44 years old </li></ul><ul><li>Educated </li></ul><ul><li>Affluent </li></ul><ul><li>Employed </li></ul><ul><li>Able to purchase your products and services </li></ul><ul><li>Mainstream consumers in the age of acquisition </li></ul>
  12. 12. THE WBCN LISTENER <ul><li>PUTTING IT ALL TOGETHER </li></ul><ul><li>At 34 had you… </li></ul><ul><li>Bought a New Car or Two? </li></ul><ul><li>Bought a New Bed or Two? </li></ul><ul><li>Graduated College? </li></ul><ul><li>Gotten A Mortgage? </li></ul><ul><li>Gotten Married? </li></ul><ul><li>Had a Baby? </li></ul><ul><li>Gone on Vacation? </li></ul><ul><li>Furnished a Home? </li></ul>Utilize WBCN to reach young consumers while they are at their peak decision making age! Did you know that every week WBCN listeners spend $ 134,000,000*? Are you targeting people during the Age of Acquisition? <ul><li>At 18 had you… </li></ul><ul><li>Bought a New Car? </li></ul><ul><li>Bought Your Own Bed? </li></ul><ul><li>Gone to College? </li></ul><ul><li>Applied for a Mortgage? </li></ul><ul><li>Bought An Engagement Ring? </li></ul><ul><li>Established a line of credit? </li></ul><ul><li>Started a savings plan? </li></ul><ul><li>Started a career? </li></ul>*Retail Spending Report FA’08Adults 12+ M-SU 6A-12M
  14. 14. REACHING THE WBCN LISTENER Mon-Fri: 6A – 10AM, Mornings Fred Toucher & Rich Shertenlieb along with sidekicks Crash Clark and Adolfo Gonzalez entertain listeners daily with their unique brand of humor, creative antics and award winning programming. Mon-Fri: 3pm-7pm, PM Drive Hardy can be described best with one word…sarcastic. If you can’t beat him join him and The Rock of Boston weekdays. HARDY TOUCHER & RICH ADAM-12 Mon-Fri: 10A – 3PM, Middays Adam-12 hits the airwaves daily with the best rock music in America. His depth of music knowledge is unrivaled and listeners tune in to hear his pearls of wisdom and sarcastic wit
  15. 15. REACHING THE WBCN LISTENER <ul><li>The Core = 90’s Rock </li></ul><ul><ul><li>Foo Fighters </li></ul></ul><ul><ul><li>Red Hot Chili Peppers </li></ul></ul><ul><ul><li>Pearl Jam </li></ul></ul><ul><ul><li>Stone Temple Pilots </li></ul></ul><ul><ul><li>Green Day </li></ul></ul><ul><ul><li>Audioslave </li></ul></ul><ul><ul><li>Soundgarden </li></ul></ul><ul><ul><li>Nirvana </li></ul></ul><ul><ul><li>The Offspring </li></ul></ul><ul><ul><li>Smashing Pumpkins </li></ul></ul><ul><li>The Spice = 80’s, 90’s and New </li></ul><ul><ul><li>AC/DC </li></ul></ul><ul><ul><li>Guns ‘n’ Roses </li></ul></ul><ul><ul><li>Weezer </li></ul></ul><ul><ul><li>The White Stripes </li></ul></ul><ul><ul><li>Incubus </li></ul></ul><ul><ul><li>Dropkick Murphy’s </li></ul></ul><ul><ul><li>The Killers </li></ul></ul><ul><ul><li>Rise Against </li></ul></ul><ul><ul><li>Beastie Boys </li></ul></ul>PERCEPTION: WBCN IS AN ALTERNATIVE ROCK RADIO STATION… REALITY: WBCN IS A MAINSTREAM, ACTIVE ROCK RADIO STATION PLAYING MUSIC OUR LISTENERS KNOW, LOVE AND GREW UP WITH.
  17. 17. REACHING THE WBCN LISTENER <ul><li>CBS, AOL RADIO, YAHOO LAUNCHCAST </li></ul><ul><li>WBCN Steals & Deals </li></ul><ul><li>PRE-ROLL </li></ul><ul><li>TEXT MESSAGING </li></ul><ul><li>EMAIL BLAST </li></ul><ul><li>BANNER ADS </li></ul><ul><li>STREAMING </li></ul><ul><li>PODCASTING </li></ul><ul><li>ON-DEMAND AUDIO </li></ul><ul><li>ON-DEMAN VIDEO </li></ul><ul><li>INSTANT FEEDBACK </li></ul><ul><li>WEBSITE DOMINATION </li></ul><ul><li>WEBISODES </li></ul><ul><li>WEB CONTESTS </li></ul><ul><li>RING TONES </li></ul>Text Messaging Online Streaming Screens Website Domination Banner Ads
  19. 19. SUCCESS STORIES <ul><li>CLIENT: Bettencourt’s Honda Suzuki </li></ul><ul><li>DECISION MAKER: General Manager </li></ul><ul><li>GOAL: Promote May open house and increase sales of Honda and Suzuki motorcycles. </li></ul><ul><li>SOLUTION: WBCN created an integrated campaign using :60 commercials both on the air and on the stream and banner advertising on the leader-board position of culminating with an on-site promotion at the open house. All elements were designed to work together to deliver the maximum number of impressions to WBCN listeners. All links on brought listeners directly to the offer page of the Bettencourt’s website to eliminate searching the site for information. </li></ul><ul><li>RESULT: Bettencourt’s Honda Suzuki sold 36 motorcycles at their open house. The client credited WBCN with 27 of those sales. They renewed their program throughout the 2008 season and have already committed to WBCN for 2009. </li></ul>
  20. 20. SUCCESS STORIES <ul><li>CLIENT: The Halfway Café </li></ul><ul><li>DECISION MAKER: Owner </li></ul><ul><li>GOAL: Expose new customers to the Halfway Café to increase overall sales with a focus on increased bar sales. </li></ul><ul><li>SOLUTION: WBCN included The Halfway Café in the Steals &Deals gift certificate program. This is a very successful program for restaurants and retailers to introduce new customers to their products and services. Following a sell-out result with the Steals & Deals program, The Halfway Café returned to invest in an adlet (:05) campaign which ran every Thursday. The spots were voiced by Crash from the Toucher & Rich Show and the program also included on-site promotions hosted by Crash at each Halfway Café location throughout 2008. </li></ul><ul><li>RESULT: The Halfway Café realized an increase in bar and restaurant sales and an increase in overall traffic. They have since renewed Steals & Deals and the adlet campaign several times. </li></ul>
  21. 21. SUCCESS STORIES <ul><li>CLIENT: Romm Jewelers </li></ul><ul><li>DECISION MAKER: Owner </li></ul><ul><li>GOAL: Promote a “Men’s Night” at Romm Jewelers to increase holiday gift sales. </li></ul><ul><li>SOLUTION: WBCN and Romm Jewelers developed a Patriots football themed event for Men’s Night. The Romm staff wore Patriots football jerseys. The Patriots cheerleaders were on-site at the event to take photos and sign autographs. Food and drinks were served and guests were treated to a complimentary cigar through a cross promotion with another client. This event was hosted by Crash from the Toucher & Rich show. The Romm Jewelers Men’s Night was promoted through tags on their :60 commercials, live and recorded promotional announcements and exposure on the WBCN website. </li></ul><ul><li>RESULT: Over 150 people came to Men’s Night at Romm Jewelers and the registers rang. This event exceeded the client’s expectations to the point that they did not have enough staff on to handle all of the customers. Men’s Night II is currently in the planning stages. </li></ul>
  22. 22. SUCCESS STORIES <ul><li>CLIENT: Sylvania </li></ul><ul><li>DECISION MAKER: Vice President of Marketing </li></ul><ul><li>GOAL: Promote energy efficient light bulbs and their energy and cost saving benefits. Promote a key retailer to drive sales. </li></ul><ul><li>SOLUTION: Using Sylvania’s brand alignment with the Patriots Radio Network, WBCN created the Sylvania “Light Up Your Home” contest featuring New England Patriot, Matt Light. Matt voiced commercials for Sylvania and the station ran additional promotional announcements throughout the week and during the Patriots game-day broadcast supporting the message and a contest offering 1 winner brand new Sylvania lighting products delivered to her home by Matt Light. This contest was hosted on </li></ul><ul><li>RESULT: Sylvania has been thrilled with the success of this program. Awareness and sales have grown in the Boston market. Sylvania has renewed this program five times since its inception. </li></ul>