Thursday, October 22, 2009
Where does your station fit in the cluster and market? Chuck Geiger
You find out some interesting findings; are you OK with marginal ratings if there are sales being posted? You find out where you compare with the competitive make-up of the market in your prospective format, are you targeting the right demo and cell and hitting those numbers? The real strength, weaknesses, opportunities and threats come from these findings.
You also find out what the life group make up is of the market. The one I’m working on points to a Country, Rock and CHR/Hot AC make-up. Meaning the men and women are listening to three formats. You see what you target and what you really do. You have to be within 2-3 shares of your competitor to really be hitting stride in the matrix. If you see the competitor has an 8 share 25-54 and you have a 3 and this has gone on for some time, you have a problem Duh!
THE CLUSTER FORMAT MATRIX (EXAMPLE)
CALLS -FORMAT- OWNER- TARGET- DUP- SUMMER 09- NOTES:
WAAA COUNTRY MIDAMERICA 25-54 P WXXX 6.7 #4 25-54
WXXX COUNTRY JOHNSON 25-54 P WAAA 8.4 #1 25-54
You need to complete the matrix for the entire competitive make up of the market; Country, Rock, AC/Hot AC, N/T, Classic Rock/Hits, Urban/Latino, CHR etc.