Nymrad Blog

12/2/2017 Radio and the Perfect Match

A wrong advertising decision this holiday season could make or break your business.  There is just no room for error.   You’ve made the smart choice to use Radio.  What can you do to boost your confidence that each dollar you spend in our medium will be spent effectively?
It all starts with finding the right match.  That’s the match between your potential customers and the people that listen to the Radio stations you are considering as advertising partners.  Get it right and your odds of success just went up dramatically.  Miss the match and even the best message in the world may not bring enough customers through your door.  Plenty of listeners will hear your message.  Just not enough who have the greatest potential of being your customers.
While every Radio station isn’t right for every advertiser, every station is right for some advertiser.  Are the stations you are considering right for you?  How do you know?  Sure, the size of a station’s audience is important, but who are those listeners?  Do they look like your customers?  Will your commercial message reach the consumers who are most likely to need what you do or you sell?  Are you reinforcing your brand to your existing customers, or are you reaching out to new customers?
Most stations can do a very effective job of painting a picture of their audience.  Just ask them!  They can actually show you pictures of their listeners from station events.  They can use the latest Arbitron data to tell you how many people listen, as well as audience characteristics such as:
o   Age
o   Gender
o   Race
o   Socio-Economic Status (income, education, employment)
o   Geography
In today’s PPM world, it is more common to find several stations with identical ratings!  But while their audience size may be the same, it is critical to look at the composition of the different audiences.
Let’s use a simple example of two stations with the same AQH Rating.  As you can see below, one delivers the advertiser’s audience much closer than the other.


New York Population

Advertiser’s Target Audience

Station A’s Audience

Station B’s Audience

Male 12+ %





Female 12+ %






25-34% of 6+ Pop





35-44% of 6+ Pop





45-54% of 6+ Pop






Black % of 6+ Pop





Hispanic % of 6+ Pop





Other % of 6+ Pop






5 Boroughs 6+ Pop %





New Jersey 6+ Pop %






12/2/2017 Radio - IT'S EVERYWHERE

One of best reasons that Radio consistently delivers for its advertisers is its ability to reach consumers wherever they are.  Radio’s portability allows New Yorkers to listen at home and away, and often at the moment that they are making important purchasing decisions.
Radio’s advertisers benefit regardless of where their message is heard.
·         At Home Listening:  An advertising message reaches a captive audience when its listeners hear that message at home.   The Radio is turned on and stays on and is heard for long periods of time.   A great way to get results is to deliver your message first thing in the morning and at the end of the day.
·         At Work Listening: What better location to reach a consumer than in the workplace as they plan their lunchtime errands and their after-work shopping and dining?  The Radio is often on all day long at the office.  Talk about a way to build frequency!
·         In Car Listening: Reaching consumers just before the point of purchase as they listen in their cars remains one of Radio’s greatest strengths.  Radio can deliver the last advertising message heard before they enter the store. Selling cars? Selling tires?  What better time to reach your prospective customers than while they are actually driving?   Isn’t a car just a Radio with four wheels?
In New York, almost 58% of the Radio listening is done away from home.  But look how that number varies by age, ethnicity and gender.
Chart A—New York Listening Location AQH Composition By Demographic

Arbitron, New York Metro, January 2009
through December 2009 (12-month average)
·         The majority of teen Radio listening is done at home (55.2%).  That’s in sharp contrast to adult listening.  Among Adults 18-34, 25-54 and 35-64, at-home listening accounts for only about a third of their Radio usage.   As the audience ages, the at-home audience increases, with nearly half of Persons 50+ listening occurring at home.
·         Among ethnic groups, the Hispanic population spends most of its time listening to Radio away from home, with almost 62% of its listening occurring somewhere outside of where they live. Listening by African-Americans and Others is more balanced between listening locations.
·         There even is a significant difference between male and female listening by location.  Far more female listening occurs at home (45.8% ) compared to male at-home listening (only 38.5%).
Listening location in New York also varies based on the time of day.
Chart  B—New York Listening Location AQH Composition By Daypart

Arbitron, New York Metro, January 2009
through December 2009 (12-month average)

·         At-home listening peaks in the mornings, as consumers begin their day by turning on their Radios. 
·         In middays and afternoon drive, listening shifts to out of home (in the office and in the car).
·         As consumers return home in the evening, at-home listening increases.
·         Listening location on the weekends is split almost evenly between home and away.
You may have noticed that in a PPM world, Arbitron no longer tells us specifically where a radio station’s away-from-home listening is occurring.  We’re only given a total away-from-home estimate.  Just because you can no longer quantify that listening is in car and in office certainly does not mean that it no longer exists. 
Ask your Radio representative to give you a listening location breakout for their station.  Consider tailoring your message to appeal specifically to the in-car listener in the afternoon, or the at-home listener in the morning.  The more you know about where your prospective customers are when they hear your commercial, the more effective your campaign will be.


Tune In To 660AM Or www.wfan.com All Summer For Special Programming, On-Air Reunions, Contests, Historical Highlights, Top Sports Moments, Celebrations And More
    On July 1, 1987, the radio landscape changed forever and history was made as WFAN-AM signed on-air in New York City, providing Tri-state area sports fans with the first and only outlet to hear and talk about sports 24 hours a day, 7 days a week.  The station has been broadcasting play-by-play, opinions from hosts and listeners, interviews with the biggest sports stars and breaking news ever since Suzyn Waldman’s memorable sports update nearly 25 years ago.  
Since then, the station has gone on to become the gold standard in sports radio, with many stations across the country looking to duplicate the undeniable success of the nation’s biggest and most popular sports station.  The station is anchored by marquee personalities such as Mike Francesa and Boomer & Carton, whose must listen to programs consistently rank No. 1 with Men 25-54 in the top radio market.  WFAN is heard by over 1.5 million people each week, making it the most listened to sports radio station in America.
Said Mark Chernoff, Operations Manager of WFAN and Vice President of Sports Programming, CBS RADIO, “We are proud to be a part of the fabric of New York sports.  WFAN has appreciative and engaged listeners who are the backbone of the station.  Our audience, along with our sportstalk personalities have allowed WFAN to achieve such groundbreaking success and helped the station become an institution in the Big Apple.  It is no coincidence that the station is nicknamed ‘The Fan,’ acting as a mouthpiece for die-hard sports enthusiasts.”
WFAN has established itself as the premiere outlet for New York sports:

Is the flagship home of four area professional sports franchises (New York Mets, New York Giants, New Jersey Devils and New Jersey Nets)

Provides 20/20 sports updates at the top of the hour, 20 minutes past the hour and 20 minutes before the hour, setting what is now an industry standard

Has won three prestigious Marconi Awards from the National Association of Broadcasters over the years for Major Market Station of the Year (1996), News/Talk/Sports Station of the Year (1996) and Sports Station of the Year (2010)

Mike Francesa’s afternoon show is simulcast on YES Network, while Boomer & Carton’s morning program is simulcast on MSG Network

Broadcasts in HD at both 660 AM and 92.3 FM HD-3, as well as WJFK-FM HD-3 in Washington, D.C., WLLD-FM HD-3 in Tampa and WOCL-FM HD-3 in Orlando

    In honor of 25 momentous years on the air, WFAN will celebrate all summer long.  Special programming and highlights will include: Subway Series ticket giveaways; live broadcasts from New York sports events and locations including Belmont Race Track, Yankees and Mets games, Joe Torre’s Safe at Home Golf Tournament, the Prudential Center for the NBA Draft and from the Brooklyn Cyclones MCU Park in Brooklyn; on-air reunions and appearances from former hosts and anchors; as well as WFAN and Francesa’s annual end of summer listener appreciation party and broadcast from Bar A in Lake Como, N.J.  In addition, Francesa will host “Breakfast With A Champion” featuring Yankees Manager Joe Girardi on Tuesday, June 26.  Tickets and additional information for this exciting event are available at www.wfan.com and http://newyork.cbslocal.com/2012/06/04/mike-francesa-breakfast-with-joe-....
Furthermore, the station is asking its loyal fans to vote on the top 25 New York sports personalities of the past 25 years, for a chance to win $500, along with a key which could start the grand prize, a brand new Kia from Global Auto Mall.  Voting is currently underway at http://newyork.cbslocal.com/wfans-top-25-personalities-in-new-york-sports/.  
Finally, WFAN is having listeners put their money where their mouth is and see how they fare at being a sports radio host.  In July, the station will hold auditions for its annual “Fantasy Phenom” contest at locations throughout the tri-state area, where single entrants, and this year, teams, can try out to become a host on the station.
*    *    *

Press Contacts:

Allison Mandara
Jodi Salidor

WFAN Highlights, Throughout the Years:
July 1, 1987:  WFAN signs on at 3:00PM at 1050 AM as America’s first all-sports station.  Suzyn Waldman is the first voice heard on the station and also serves as WFAN’s Yankee’s beat reporter.  Some of WFAN’s original hosts were Greg Gumbel, Jim Lampley, Art Shamsky, Howie Rose, and Steve Somers.  Pete Franklin was hired for afternoon drive but had a heart attack just before joining the station.  He did not do his first show until Fall 1987.  The format change does not effect the station’s previous agreement to serve as the flagship station for New York Mets baseball – a tradition which continues to be broadcast on the station till this day.
August 1987:  Mike Francesa joins WFAN as part-time host.
October 1988: WFAN’s signal moves from 1050 to 660, the former home to WNBC on the AM dial.  The switch was made to coincide with a Mets/Dodgers playoff game which was eventually rained out. At the same time, it was announced the new morning host on Sports Radio 66 would be Don Imus whose program was currently being broadcast in morning drive at WNBC.  The FAN also acquires broadcast rights to the N.Y. Knicks and N.Y. Rangers with the switch.
December 1988: Christopher Russo joins WFAN as part-time host.
March 1989: Gary Cohen joins the station as Mets play-by-play announcer and calls games for the next 17 years before moving to the television side in 2005.  He is replaced on-air by Tom McCarthy.
September 5, 1989: THE MIKE AND THE MAD DOG SHOW debuts in afternoon drive.
February 1990: WFAN presents its first annual Radiothon benefiting the Tomorrows Children’s Fund.  Now in its 18th year, the Radiothon has raised more than $45 million for TCF, the CJ Foundation for SIDS and the Imus Ranch.
October 1993: Howie Rose becomes the main play-by-play announcer for the Rangers radio broadcasts on WFAN and phases out of his night-time hosting responsibilities.  Howie is currently WFAN’s lead play-by-play announcer for the station’s coverage of Mets baseball.
March 1993:  WFAN’s Ed Coleman moves from middays to Mets beat reporter position, a job he currently still holds.  He also serves as a back-up Mets announcer for the station.
August 1993: WFAN begins first of six-year agreement to serve as flagship station for NY Jets football broadcasts.
June 1994: WFAN broadcasts the play by play of the Rangers Stanley Cup victory over the Vancouver Canucks.  Howie Rose, Marv Albert and Sal “Redlight” Messina call the game-winning broadcast for the station.
March 1995: Less than a decade after its launch, WFAN is named the No. 1 revenue generating radio station in the country.  It holds that position for the next four years.
June 1995: Joe Benigno joins WFAN as overnight host, and Steve Somers moves to middays joining co-host Russ Salzberg.
April 1996: Yankees Manager Joe Torre makes his first regularly scheduled appearance with Mike and the Mad Dog.  The weekly Thursday segment at 5:05PM runs throughout the entire baseball season.
October 1996: WFAN honored with two National Association of Broadcasters Marconi Radio Awards, including Major Market Station of the Year, and News/Talk/Sports Station of the Year.
August 1999: Live play-by-play coverage of New York Giants football games debuts on WFAN.  The station serves as the team’s flagship till this day.
March 2002: THE MIKE AND THE MAD DOG SHOW launches simulcast of their popular program on the YES Network. Sweeny Murti takes over beat reporter duties for WFAN’s Yankees coverage that same year.
February 2004: WFAN announces multi-year agreement to broadcast New Jersey Devil hockey games live beginning with the 2004-05 season.
May 2004: WFAN named as flagship radio station for New Jersey Nets basketball games beginning with the 2004-05 season.  
October 2004:  Bob Murphy retires as WFAN’s lead Mets play-by-play announcer following the 2004 season.  Murphy was an original Mets announcer starting with the team’s inaugural season in 1962.
April 2006: WFAN begins online audio streaming at www.wfan.com.
June 2007:  The Giants renew their agreement with WFAN.

August 2007: The Nets extend their agreement with WFAN.
September 2007:  Boomer Esiason and Craig Carton debut as hosts of the WFAN Morning Show, weekdays, 6-10am.  
January 2008: WFAN earns its highest share among Men 25-54 since Fall 2000.
August 2008:  Mike Francesa becomes the solo host of the afternoon show.
October 2008: The Devils and the Mets renew their contracts to keep WFAN as the flagship station for both teams.
March 2010: WFAN is available to listeners in select radio markets via the HD band, while the station becomes one of four sportsradio stations featured on an HD “quadcast” in Washington, D.C.
August 2010: WFAN names Gregg Sussman of Manalapan, N.J. winner of the 2010 Fantasy Phenom Challenge, a contest to become a host on the station.  He beat out over 2,000 contestants and can still be heard on the station.
September 2010: Morning hosts Boomer Esiason and Craig Carton begin simulcasting their radio program on MSG Network.
October 2010: WFAN is named “Sports Station of the Year” by the National Association of Broadcasters Marconi Radio Awards.
August 2011: John Jastremski of Staten Island, N.Y. wins a hosting gig on the station courtesy of WFAN’s second annual Fantasy Phenom Challenge.
November 2011: As part of CBS RADIO New York’s involvement with WhyHunger, WFAN raises a record-breaking amount of money for 2011’s WhyHunger Hungerthon.
February 2012: WFAN’s Audio Roadshow, a free mobile application used to bring sports radio fans closer to WFAN 660 AM New York through two-way, real time interaction debuts.

February 2012: WFAN and the Mets name Josh Lewin to the broadcast team.

12/2/2017 Radio's Immediacy Serves Up 'Reminders' for Ben & Jerry's

"Radio is immediate, and, with our product, every minute of every summer day is a good time to remind people how good Ben & Jerry's ice cream is." That's one of the reasons Radio was the ideal medium when Ben & Jerry's decided to launch a summer ad campaign targeting 18-34-year-olds with a dual message, according to Bob Ellis, director of client service at Black Rocket Euro RSCG, B&J's San Francisco-based agency.
In addition to immediacy, Ellis says, "Radio has broad reach and affordable, targeted frequency versus other local media." The medium also enables Ben & Jerry's to remind young listeners that "we're as devoted to their community as we are committed to making the best ice cream. We're hitting on both cylinders, so, naturally, drivetime Radio made a whole lot of sense."

"Research," he continues, "shows that this group [18-34] is a frequent purchaser of premium ice cream products, yet has little brand loyalty. This seemed like an opportunity for us to try to bring them into our core with some new flavors that skew slightly younger such as Kaberry Kaboom with Pop Rocks and Concession Obsession."
In order to transmit this double-sided message in a way listeners could relate, Black Rocket created the "freezer fairies", characters that probably would not have worked in any other medium. "The freezer fairies," explains Ellis, "are mysterious and magic. Fact is, there is a freezer fairy in all of us, so Radio is the most democratic medium in the sense that it can empower us all. A visual medium would provide a more tangible and, thus, limiting, frame of reference. Radio gives us the best opportunity to introduce the freezer fairies, establish local relevance and tie in local retail locations as well as local community service projects."
Results for the campaign will be measured, rationally, by traffic in scoop shops and sales at participating retailers; an emotional measurement will be the freezer fairies' ability to increase "random acts of kindness." The latter seems already to be happening. "If the number of letters we've received nominating nice people to be ‘deputy freezer fairies' is any indication," says Ellis, "the campaign is a hit in local communities." The Radio advertising, which began Memorial Day and runs through Labor Day, is airing in several major markets, including New York, on stations that target the 18-34 demo. "