In
early December 2016 we featured an interesting question raised by Pierre
Bouvard on his blog about why commercial radio seems to get cut out of advertising
buys placed by New Your City ad agencies.
Bouvard’s
theory is that buyers in NYC don’t listen to radio when they commute to and
from work. Instead they use public transportation
(subways, etc.) where they don’t hear radio. Bouvard believes that ad buyers
don’t buy time on radio because they don’t listen it themselves despite
considerable evidence to the contrary.
Bouvard
used the chart on the left to make his point. It shows the proportion of people
who use public transportation versus people commuting in cars.
The data comes
from the US Census Bureau.
As you can see, the commuting pattern is much
different for NYC than the other nine markets listed and the national average.
Based
on this info we wondered whether people who work at foundations that
provide public media funding might also follow the same trend. After all many
foundations are located in Manhattan. Some are in the same zip code as ad
agency media buyers and likely also ride the subway to get to and from work.
We decided to see what proportion of foundations that are major financial
supporters of NPR are in NYC. We looked at a list of NPR’s foundation supporters and randomly chose ten foundations whose names are well known to NPR listeners.
They
are Doris Duke Charitable Foundation, Ethics & Excellence in Journalism
Foundation, The William
and Flora Hewlett Foundation, John S. and James L. Knight
Foundation, The Joyce
Foundation, Lumina Foundation,
The Melville Charitable Trust,
Open Society Foundations, The Wallace Foundation and
Walton Family Foundation.
Five
of the ten are located in New York, often within short walking distance from
the big ad agencies. The remaining five are in the Bay Area, Miami, Chicago,
Indianapolis and, of course, the Walton clan is in Arkansas. Can we assume that
folks at the NYC foundations, perhaps the Program Officer for your program or
project, also commutes to work on the subway, not in a vehicle with a
radio?
Now
comes new research from NuVoodoo Media Services [link], that probes Bouvard’s theory.
NuVoodoo (pronounced: new voodoo) is a good company with a lousy name that
specializes in quick turn-around perceptual research.
NuVoodoo
surveyed 423 advertising decision-makers nationwide, included marketing
executives, media buyers and planners, ad executives, creative directors and
business owners to test the validity of Bouvard’s theory. The study found that
ad buyers who don’t listen to AM/FM radio during their commute to work are
about half as likely to include radio in their ad plans.
On
the other hand, media decision makers who commute by car are 75% more likely to
have radio in their media plans than their public transit colleagues.
This
is not proof of causality but it is a close correlation.
NuVoodoo
opined that media buyers must realize that most Americans commute by vehicles
and do hear radio more than any other audio sources.
The
findings bring up questions about how in touch New York media strategists are
with the majority of the Americans.
Is
the same true of Foundation folks based in New York? Maybe Jarl Mohn, CEO at
NPR should commission research to find out.
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