‚Radio works‘. It brings happiness – both to listeners and advertisers. Therefore, the continuous improvement and adjustment of program analyses are essential for the future of radio. These should be automated… before tech platforms take over this relatively easy task and set future parameters.
Comprehensive, systematic program analyses, which are apparently less utilized by some, at least when it comes to competitors, are important tools for evaluating the quality and content of radio broadcasts. However, such analyses are not only useful for program planning but also for the advertising industry – which includes agencies, national clients, and local advertisers – to ensure that ads are placed effectively.
Other beneficiaries include rights holders, licensors, media authorities, and the broadcasters themselves. The benefits of these analyses, for example, in inventory management, are further explained in the text.
A significant time-saving could also be associated with a new method. Currently, a ratio of 1 to 4 – one hour of program checking requires up to four hours of effort – should not be the standard in the future.
Challenges of Digital Measurement
There is criticism directed at some „digital experts“ who primarily analyze streams but neglect FM broadcasting. Proprietary tools are supposed to be used here, which are not only complex but also display typical digital performance criteria such as CTR, CPC, and possibly an „engagement rate“. However, a comprehensive analysis is necessary to obtain a complete picture. This analysis should be quickly available and readable for everyday use. Comprehensive means: an ex post evaluation of program elements such as national and local news, ‚packaging elements‘ such as jingles, separators, and the like, as well as service elements, music, and advertising.
Practical Approaches
One example is SWRMedia, which uses technology from the Fraunhofer Institute to monitor the broadcast of commercials. This method, supplemented by manual checks, shows only marginal deviations, according to the marketer, which underscores the efficiency and accuracy of the technology. Such a procedure uses audio watermarking, as employed by NeuroMedia or Soundaware. Interestingly, there are knowledge overlaps in the so-called audio forensic area at one of these actors, which is a highly current topic.
Public Value and Its Measurement
Another important point is the potential determination of „Public Value“: standardized documents for evaluating broadcasters, which qualitatively and quantitatively measure how broadcasters contribute to public benefit. An automated process can quickly and easily demonstrate which program elements contribute to such a benefit. Astonishingly, downloadable PDFs are apparently filled out and downloaded by the broadcasters in practice. There is still criticism of German authorities. Digital transformation in radio should look different. Furthermore, listeners can also be involved in evaluating public benefit. The MA, Nielsen, or the Dutch provider Soundaware alone are not enough.
Innovation and Future Perspectives
The absence of an audio web crawler is noticeable, one that captures not only quantitative but also qualitative data, such as mood and speech speed. There is great potential in connecting programming, media planning, and inventory management through automated, digitally controlled processes. Of course, the program is recorded by the individual radio stations. However, there are certainly gaps when it comes to systematic recording of competitors or targeted ex post planning of individual program elements. Interestingly, some research companies in the political field go further, bringing order to the flood of political information by monitoring trends through automatic web analysis. This also allows for predictions. In the radio sector, this means forecasts of resonance, utilization, and cost/performance figures.
Clearly, which provider does not analyze? However, whether this is done systematically, consistently, cost-effectively, and quickly is doubtful. It is part of the daily routine of every radio station to check and plan the utilization of individual slots retrospectively and for the future. Automated processes can help enormously here with mass recordings, natural language processing, machine learning, neural networks, and transcription procedures. It should be easy for digital platforms to create suitable procedures for this and thus determine the market. Who reacts faster? Delayers play into the hands of tech platforms. How much these have taken away the attention of the audience and revenue from radio broadcasters is well known. Radio faces at best a standstill in the future. Regarding the superficiality of some German radio programs – it is actually frightening how formatted and always cheerful many stations design their programs – sound checks across our country confirm this. There is a clear lack of interactive formats, live interactions with listeners through call-in shows, surveys, and social media integration. These make the listening experience more personal and engaging. It is important that ‚first-party data‘ is obtained ‚incidentally‘, which represents a new currency in the media business. Moving image channels as an extension of the channel are expensive but lead to higher brand loyalty of the station. A look at France shows how such strategies bring success to stations with a high proportion of words and discussions. These include RMC BFM, Europe 1, Les Indés.
Success Stories from Practice
And then there is the story of a former restaurateur from Kronberg im Taunus, whose restaurant was full after a radio presentation, demonstrating the effectiveness of radio for listeners and advertisers. You can listen to the spontaneously created interview here: https://youtu.be/ZhBtyrpsqv8 „Radio works“. It triggers feelings of happiness – both for listeners and advertisers. Therefore, the constant improvement and adaptation of program analyses are essential for the future of radio. These should be automated … before tech platforms take over this rather easy job for them and determine future parameters.
The complete interview on the topic can be found under #RadioSalesWeekly. Source: https://miz.org/de Media Perspektiven Basisdaten, Éditions HF, MediaticConseils, Eigenrecherche und Monitoring RadioSalesWeekly
#radioszene #IDMT #Fraunhofer #airchecks #fingerprints #watermarks #audiofrauds #audioforensic #RMS #studiogong #ARDmedia #ParisRadioShow #MediaticConseils #RedTechpro @nicolasmoulard
Read the full article in German on radioszene.de.
Helmut Poppe is one of the pioneers of private radio in Germany and early on dared to think outside the box. He was responsible for sales and marketing at the RTL Group (then IPA) and Studio Gong, managing the sale of advertising inventory. He also knows the local business through his sales activities at Radio RPR, among others.
With his background in media research and marketing, he advises agencies, start-ups, and audio providers on strategy and brand awareness in Germany and neighboring countries, particularly in France. As an expert in radio marketing and media strategy, he is deeply engaged with the role of artificial intelligence in the media industry.
