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Is It Time For Radio to Back A Nielsen Competitor?

The TV/video industry has seen a number of Nielsen-wannabe competitors enter the fray and the industry has not only taken notice, but it’s also taken action as well.

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A photo of a line graph with the Nielsen logo

I probably spend too much time reading the radio and television research trade press, and now that I’m part of it, apologies in advance that this column may be adding to someone else’s addiction. The good news is that much of the trade press can be skipped, either because it’s not that important or the item has already been reported in five other emails or websites.

Reading so much trade press can be instructive when you apply “outside” news to the radio/audio business. If you haven’t been keeping up, measurement in the video space is becoming highly competitive and that has a direct impact on radio measurement as well.

The TV/video industry has seen several Nielsen-wannabe competitors enter the fray and the industry has not only taken notice, but it’s also taken action as well. Around 15 years ago, a group called the Coalition for Innovative Media Measurement (CIMM) was formed and is now a part of the Advertising Research Foundation. You should be aware that the word “media” in CIMM’s name applies only to visual electronic media as stated in the “About” section of CIMM’s website. CIMM has released several reports on advanced video measurement that are worth reading.

Next, a number of video industry players started a Joint Industry Committee (JIC) a year ago to steer research providers to provide services that better suit their needs. In other countries, JICs exist to act as a monopsony (when the marketplace has only one buyer, in other words, the opposite of a monopoly) purchaser of audience measurement. 

It’s long been considered that JICs would be illegal in the United States based on our antitrust laws, but this JIC is different.  It has set up criteria for “certification” of cross-platform data and invites all companies to participate. In September, the JIC announced that it had granted “conditional certification” to comScore, VideoAmp, and iSpot. Other companies did not make the initial cut, but they may make it through the next time. One important sidenote: Nielsen did not apply for certification from the JIC.

While radio and audio are not part of these groups, there is a downstream effect. Former Canadian prime minister Pierre Trudeau once said that the US-Canadian relationship resembled a mouse sleeping with an elephant, “No matter how friendly and even-tempered is the beast, if I can call it that, one is affected by every twitch and grunt.” 

Radio/audio is a Canadian mouse and video/TV is the U.S. elephant. When the video industry has measurement competition with a number of companies trying to enter, the incumbent (Nielsen) has to go to battle. And that battle means more investment in the product and typically lower prices for customers.

Nielsen just announced a renewal for their services with FOX Television and Nexstar, the latter owning the largest number of US local television stations. Obviously, financial details were not disclosed, but I’d put a dollar or two on a wager that FOX and Nexstar will be paying less and probably getting more or at a bare minimum, dealing with much lower escalators than in their previous contracts. Nexstar also signed a contract with comScore for cross-platform data.

This leaves radio measurement in a precarious position. Our industry depends on Nielsen as the currency source of audience measurement (yes, I’m aware of Eastlan, but it has survived all these years by not going head-to-head with Nielsen; an astute strategy).  Now that private equity interests own Nielsen and is smaller with the breakup from the other part of Nielsen (marketing data), where does that leave us? 

Let’s consider the state of the current measurement technology. The diary dates to the mid-1960s. Arbitron began working on PPM in the ‘90s although the system didn’t make it to market until the mid-aughts. Since that time, have we seen any new measurement systems arise? PPM has a new form factor (a watch) rather than the old “pager” configuration. The diary has been updated over the years, but it’s still a seven-day, self-administered instrument.  The basics have remained the same for a long time.

As I noted in this column, when Nielsen One, the cross-platform product was announced, the words “radio” and “audio” were nowhere to be found. On the ten-year anniversary of Nielsen’s takeover of Arbitron, I paraphrased the Ronald Reagan question “Are you better off now than you were ten years ago?”. Anyone for a “yes” answer out there? Please raise your hands!

Nielsen recently announced that they will be “offshoring” more of their operations and that likely means more RIFs for the Nielsen Audio staff here in the US based on recommendations from McKinsey. As Captain Renault said in Casablanca, “I’m shocked…shocked.” 

Do you think you’ll get better service and a better product when most everything is handled in India, Mexico, and Poland with less oversight here?

What to do? Radio and audio usage is tougher than ever to measure, but there are likely some good ideas for different approaches to the problem. Why can’t our industry get together and search for new entrants? 

Some time back, iHeart put out an RFP for a new system which didn’t get anywhere. Many years ago, Cumulus tried to find a competitor and convinced Nielsen to measure some markets with a diary. After a couple of years, Nielsen folded their radio tent and eventually bought Arbitron. Why would one company go it alone? The industry, along with the agencies and major advertisers, needs to get together and encourage competition in the audio measurement space.

The economist Joseph Schumpeter was known for a number of quotes, perhaps the most famous being “At the heart of capitalism is creative destruction”. We’ve seen that in so many industries and growing up in a Kodak family, I know what can happen to a Fortune 500 company that doesn’t change with the times. Perhaps it’s time for some creative destruction in our space.

Let’s meet again next week.

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BNM Writers

Proof That Both CNN and Fox News Manipulate Their Audiences

Playing with numbers and technicalities is a function of what the media does today. Since the average person just reads the headline, viewers will likely move on if it confirms their own bias.

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When news organizations collide, journalism loses. Last week, CNN posted on X saying “US inflation cooled down in January, offering some relief for Americans who have suffered through the steepest price hikes in four decades.” The same day Fox News posted “BREAKING: Inflation rises faster than expected in January as high prices persist.”

While these are seemingly opposite statements, both can be true at the same time. More importantly, both of these outlets are manipulating their audience.

People like their own opinions and want those opinions verified by others. This is what social media has done to news: You read the post, see your opinion is valid, and then move on to the next clickbait (confirmation bias). More importantly, both of these tweets are true because one is based on an estimate, and one is based on actual numbers.

Looking at CNN, while their post on X seems positive, their business headline is a little less positive, “Inflation cooled last month, but some price hikes continue to cause pain.” The change from tweet to headline is striking. One says Americans are getting inflation relief, the other says inflation continuing to cause pain. In today’s world of “Read the headline and move on,” this is why people feel CNN lies. Its post is in conflict with the headline— even though both are true statements.

It’s not until you read the article that people can see how this is possible. The outlet notes overall inflation did cool when comparing January 2023 (6.4%) to January 2024 (3.1%). Four sentences into the article it says, “CPI rose by 0.3% in January.” It goes on to break down why inflation is still high and causing pain in the pockets of Americans. Although the X post is factually correct, people on the right side of the political spectrum feel CNN is untrue because they see the inflation problem in their bank account.

Meanwhile, the Fox News X post and Fox Business headline are identical, “Inflation rises faster than expected in January as high prices persist.” However, the keyword here is “expected.” Inflation did cool year-over-year. However, because Fox is comparing the January 2024 number to what experts expected the number to be, what they have posted is factually correct. This nuance is sometimes lost on readers.

The article does not mention inflation is down year-over-year. However, nine sentences into the article, the business outlet says, “Inflation has fallen considerably from a peak of 9.1%.” The nuance of “expected” combined with the lack of mentioning year-over-year inflation is down is why the left side of the political spectrum believes Fox lies.

Let’s be clear, neither CNN nor Fox News have lied (on this one specific topic). They both chose to present the same data differently. It also needs to be noted, CNN and Fox News are not the only outlets that do this. They all do. Playing with numbers and technicalities is a function of what the media does today. Since the average person just reads the headline, viewers will likely move on if it confirms their own bias. The problem is twofold.

  • Facts are no longer direct but skewed to fit a narrative.
  • Some viewers accept headlines and posts without diving deeper into the article.

We have been trained to share a headline without reading the article. We’ve known this since 2016 when Columbia University and the French National Institute found 59% of shared social media links were never read. We’ve gone from headlines selling newspapers, forcing people to read the articles, to headlines being shared on social media, but people won’t read the articles.

This is only a small part of why The Messenger failed: neutrality. The sentiment of unbiased news was well-intentioned. However, America has lacked unbiased news since 1987 when the Fairness Doctrine was abolished. Many on the left believe this has helped right-leaning outlets. This is false. Not only has it benefited both sides of the aisle, it can be argued the progressives have benefited more than the conservatives (but that is a different article for a different day).

When news outlets collide, the American public loses. Not because we lack news, but because we lack the ability to read the full scope of the issues in one place. Outlets are not forced to present all sides of the political argument or present the entirety of data sets. Additionally, news is not being fully read. Headlines are now king. Shares, clicks, and likes keep the lights on in newsrooms. Most importantly, facts are now nuanced. This forces debate instead of continuity and cohesion.

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BNM Writers

Does Dealing With Criticism Ever Get Easier?

Engage in the content of the criticism and ignore the rest – or at least take the high road. If that gets difficult, end the conversation.

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Thick skin. If you work in media, you gotta have it. If you don’t, you either won’t last or you won’t sleep – or both.

Even if you are neutral politically, super nice, and in it for all the right reasons, there always will be people who criticize you, and some will even make it personal.

Having “thick skin” is a cliché I’ve been thinking about and dealing with for years. I find it fascinating that, somehow, I am way more sensitive at home than I am at work – and by at work, I mean on the air for hours every day.

Even the angriest of listeners are engaging, and engagement is what I want. Sometimes, it can throw a show off-balance, but if handled properly, it should never fully derail you.

Over the years, I have modified my professional behavior, perspective, and attitude, yet my foundational approach has not changed. It began with my first full-time television job when a journalist/mentor of mine told me not to ever act interested in ratings. Rather, he said, focus on my performance and content — the rest would take care of itself.

In my first two anchor/host jobs, it worked wonderfully. I immersed myself in the job, and the ratings were strong. I thought it was a mandate to always take this approach, although in retrospect, I was probably more lucky than good. Regardless, following that mantra actually allowed me to learn my craft and not be overly aware that ratings mattered.

Ignorance was journalistic bliss.

Flash forward to 2024 and it all seems rather naïve, but I think the approach really works well with criticism, too, whether it be on social media, through phone calls or even with fellow hosts.

Just a quick note on nuance: Look at the sentence four paragraphs above – don’t act interested. Looking back at the guidance given by my mentor, his point also seemed to be that even if you are laser-focused on how a show is rating, don’t make it a major topic of conversation, and don’t let people think it defines you as a broadcaster and journalist.

All of it may seem like advice from Fantasyland, but in an indirect way, this approach also makes me less vulnerable to criticism. I simply don’t focus on it too much, and over time, it stopped bothering me even if I did focus on it. Make sense?

Of course, it’s not as if I like it when a listener rips me or the show, either directly or on social media; but I never engage emotionally, and if I do respond in any way, it’s usually content-focused.

That’s the key.

Engage in the content of the criticism and ignore the rest – or at least take the high road. If that gets difficult, end the conversation.

You have the conch. Never forget that.

Ultimately, you’ll feel better, especially knowing you did not take the bait and handled it professionally – no need to create any more tension than is already out in the media eether.

That brings me to the moment a host of a show on my station was sharply critical of an interview I had done, saying it was soft, and not holding the guest (a sitting U.S. Senator) accountable enough.

Specific questions were put forth that absolutely should have been asked, according to the host, and honestly, it was used as a chest puffer for that person to show why certain guests were scared to come on that later show.

And … I thought it was great.

Great?

Well, maybe not great, but I actually had no problem with it. First and foremost, they were talking about it, which is good. When I can provide that kind of grist, it’s good radio. It wasn’t always easy to listen to — I was still in the office doing some booking — but for some reason, it did not bother me. This from a guy who gets a one-second side eye from my wife of 20 years, and I think our marriage is in trouble.

In the end, a few of the criticisms were helpful, believe it or not: One or two of the suggested questions put forth on the later show should have been asked.

It’s all part of the balance I seek to create a place where members of both political parties feel comfortable coming on our network. I always reserve the right to ask difficult questions, and I do ask them (apparently not enough for some), but I also try and be balanced and manage relationships.

It’s delicate, and sometimes, elicits criticism – sometimes deserved. Meanwhile, I just focus on the content, naïve as that may be.

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CBS Mornings Scores Big Post-Super Ratings Win

CBS Mornings became the most-watched program from 7-9 a.m. in total viewers for just the second time ever for a CBS morning news show.

Doug Pucci

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A photo of the CBS Mornings logo

The historic ratings milestones continue for CBS as a result of Super Bowl LVIII.

Less than nine hours following what turned out to be the most-watched telecast in U.S. TV history to date (120.25 million of the near-124 million watching Super Bowl LVIII did so on CBS), CBS Mornings became the most-watched program from 7-9 a.m. in total viewers for just the second time ever for a CBS morning news show.

For the Monday, Feb. 12 edition of CBS Mornings, which featured co-host Nate Burleson from Las Vegas, the site of Super Bowl LVIII, and a visit from Jon Stewart in New York to promote his Daily Show return (which generated great ratings milestones of its own later that night), it delivered 2.9 million total viewers including 654,000 within the key 25-54 demographic, according to Nielsen Media Research. It marked its best total audience and demo figures since Feb. 4, 2022.

CBS Mornings topped ABC’s Good Morning America, the usual morning news viewer leader, by a mere 7,000 viewers; it also outdrew NBC’s Today (2.86 million) by 49,000 viewers.

CBS also bested ABC in A25-54 by +103,000; the sixth time CBS Mornings has led over Good Morning America this season based on the key demo.

This was not the first time a morning show benefited from a halo effect of what the network had aired the night prior. Mar. 8, 2021, was the first time CBS won in the morning. It was the day after Oprah Winfrey’s primetime interview with Meghan Markle and Prince Harry had aired which drew 17.1 million viewers for CBS. The Mar. 8, 2021 edition of CBS This Morning featured an exclusive interview with Winfrey and the premiere of never-before-seen clips from the Meghan and Prince Harry discussion, had delivered 4.793 million viewers with 1.026 million of them in the 25-54 demographic.

The program changed its title to CBS Mornings in September 2021.

For this 2023-24 season, CBS Mornings has the smallest deficit margin in viewers with ABC’s Good Morning America since the 2017-18 season and the tightest margin in A25-54 ever.

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