I’m glad to welcome back Jacobs Media’s Paul Jacobs for a guest blog today:
A recent cover of Brandweek captured my attention. TNT was touting NBA games as THE place to reach young men. Interesting. In radio, outside of beers and bars, we can’t find advertisers who are interested in this demo, but on television (cable, nonetheless), it’s such a big deal that they are running full-page ads on trade mags that go to media execs. I figured that the ratings must be huge, but after checking in with a friend, I found the following national numbers for Men 18-34 on NBA games on TNT:
Average regular season game: 282,979
Average playoff game: 729,886
This is worth an advertising campaign? The average Rock or Alternative station in a top ten market has over 200,000 Men 18-34s listening, yet somehow, I think the rate that TNT gets is a bit higher than KROQ’s or Q101’s.
This is another example of how radio is underappreciated and undervalued. The dollars are there. The industry isn’t.
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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