Yes, every dog has its day. And so does every format.
That’s why the nonsensical coverage of how radio formats are doing in the ratings all tend to even out over time. One month, it’s Country. Then it’s Sports. Let’s not forget how hot CHR is.
But last month, even Rock and Classic Rock “exploded” in the Nielsen PPM monthly reports. Maybe that was an omen.
So when AdAge published the following headline earlier this week, you just had to laugh:
Men Outspend Women During Holiday Season: ESPN Survey
You read it right – it turns out that women often “window shop” when visiting multiple retailers. Men, on the other hand, are more focused (OK, impatient) and simply buy lots of stuff in a single store.
There’s a certain predictability to this time of year – Christmas music is in the air, people are actively shopping, and media buyers are maligning male-heavy stations. So let’s credit ESPN for getting out in front of the inevitable guy trashing and remind ourselves of the power of men as we head into the last three weeks before the big day.
It turns out that one-third of guys say they’re the primary shopper for their household. And ESPN cites the notion that because so many women now work outside the home, it explains why men are taking on more primary roles at the cash register.
Or as Patricia Betron, senior VP-multimedia sales at ESPN, notes, “We like to say (men) are not shoppers. They’re buyers.”
Well put. We saw this same data in our “Marketing to Men” study nearly three years ago. We generated more than 13,000 responses across 40 stations across the U.S. for this study that was – like this new ESPN research – to debunk all those media buyer myths about guys.
The bottom line is that sales managers and reps need to get behind and champion their formats – they all have great stories to tell. And this month, men and the formats that rock them are the stars.
And here’s another angle for everyone as the year winds down: Men are most likely to be last minute shoppers. Take that finding right to the bank this holiday season because that those final days before Christmas is like the Super Bowl for retailers:
Remember that every format has its day. For men, it’s several days – right before Christmas.
And don’t forget to buy a little something for the dog.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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