No one listens to Howard Stern.
(Seriously? You’d be surprised.)
This article originally appeared in the March 2016 edition of INVISION.
True story: I do a lot of work with retailers, and I once presented a media plan to a jewelry store client that included radio advertising on The Howard Stern Show. The demographics of the Stern listener matched perfectly with the shop owner’s male target audience: engagement ring buyers. To my surprise, the client (let’s call him Bill) had never heard of Howard Stern. I warned Bill that the content of the program was a bit racy and controversial and suggested he listen before we place the buy. His response, “Andy, I trust you, and besides, I only listen to NPR.” So, we placed the buy as planned.On the first day of the campaign, I got a frantic call from him. “Andy, you’ve got to pull those spots right now. I’m getting so many complaints. People can’t believe we would advertise on that type of show.” I took a breath, counted to 10, and then responded. “Bill, if they weren’t listening, they wouldn’t know you were advertising on Stern. But, I’ll move the spots if you prefer.” After a few thoughtful seconds, Bill said, “You’re right, don’t change a thing.”
"Your customers may not admit they watch Jerry Springer or listen to Howard Stern, but odds are they do.”
MORE THINGS TO KNOW BEFORE BUYING MEDIAHere are a few more things to keep in mind when making media buys (or talking about them with your ad agency). ➤ The number of homes subscribing to cable TV has fallen 10 percent in the last five years. More people subscribe to Comcast’s Internet service than their TV service. ➤ 35 percent of all U.S. households subscribe to Netflix. The average subscriber streams programs for two hours each day. ➤ Since 2010, 18- to 34-year-olds have reduced their time spent watching traditional TV by 23 percent. YouTube reaches more 18-49 year-olds daily than any U.S. cable network. The average YouTube “session” (continuous watching) is now over 40 minutes. ➤ 63 percent of U.S. adults turn to Facebook and Twitter for their news. ➤ Texting is the most-used function for mobile phones, three times that of calling. ➤ People spend more time using mobile apps (198 minutes per day) than watching TV (168 minutes). ➤ It took the telephone 75 years to reach 100 million users. It took the popular online game Candy Crush SAGA only 15 months. ➤ 68 percent of all millennials do not have a landline phone.