The Ratings Are In! (or selling lobster to dirt bags)

Last week a lot of people in Springfield were pretty cranked up because the RATINGS had come out. The Arbitron measurement of radio station audience in Springfield.

The real ratings came out this morning. I got the ratings from Mike Byrd, the GM at Robert's Seafood. He delivered the real ratings to me in very excited tones during a sales call this morning.

Mike sells lobster, shrimp and other very upscale seafood products out of a single location. Shrimp is $24 a pound and a lobster can cost an equal amount. This business has been operating for 90 years, but had seen an aging customer base and tepid growth at best. The challenge from Mike was to design a campaign that would attract younger customers, increase foot traffic and increase sales.

I suggested Roberts cancel all newspaper and television and focus on one or two radio stations with his entire budget. We put him on WQLZ with recorded spots (great creative from Mr. Molson), ad libs and Frequent Rocker. He also ran on The River (Hot AC) with a recorded schedule. Our competition (using Arbitron numbers) tried to explain that dirt bags that listen to THAT radio station can't afford lobster. It's all there in the ratings book.

Mike has seen 15% growth each month since the campaign began in September. But we got some great "ratings" when we decided to combine the power of Frequent Rocker and the ad libs on QLZ. We offered a keyword on Valentines Day along with a great offer from the client. Two lobsters, two prime rib cuts, salads, rolls and cheese cake for $35. This special was advertised with just ad libs on QLZ. Here are the ratings:

1. 45 people purchased the special
2. Traffic was up 20% over last year
3. Last year they did $6,000 in sales, this year they did $10,000
4. A total of 17% of his customers on Valentines day were Frequent Rockers

Total Robert's users: 60
All Users Median Age: 32 Years Old
Male users: 36 - 60%
Male Median Age: 32 Years Old
Female users: 23 - 38.33%
Female Median Age: 32 Years Old
Income < 30,000: 20 - 33.33%
Income 30,000-50: 29 - 48.33%
Income 50,000-75: 8 - 13.33%
Income 75,000-100: 1 - 1.67%
Income 100,000-200 0 - 0%
Income > 200,000 0 - 0%

Mike has never asked me about cost per point, Arbitron ratings points, daypart breakouts or posting. Mike has the real ratings. A station's ability to generate results! Get those kind of results for a client and you will never have another Arbitron discussion again. We don't buy the book in Springfield because we have a better measurement tool. Arbitron measures audience, clients measure results. Audience does not equal results. With tools like Frequent Rocker, great creative, great service and superior radio stations, we just don't need Arbitron.

Glen Gardner
VP/GM Midwest Family Broadcast