Radio Direct Response: Direct Response Radio Advertising Agency | Blog Zone

Format Description:
The Oldies format has been evolving over the last several years as Baby Boomers enter their 50s and 60s. While some “oldies” stations have adopted a more current-based approach that is known as Classic Hits, there are still, pure Oldies formatted stations that rely heavily on the music of the late 50s, 60s and in some cases the early 70s. On-air personalities run the gamut from generic radio voices to radio market legends that have been with their respective stations for decades. Some stations go for the Sixties’ sound with old-fashioned echo and lots of slick 60s-sounding jingles. Others take the approach of a 21st Century radio station that just happens to be playing this music. Both approaches help audiences recall fond memories and good times from their younger years. These stations feature an upbeat presentation with lots of promotions and contesting.

Audience:
35-64 Adults

Core Artists:
Elvis Presley, The Beach Boys, Motown and The Beatles

Key Radio Stations:
WCBS-FM/New York
WODS/Boston
WOMC/Detroit
WDRC/Hartford

DR Factor:
In most markets, these stations are the only stations playing this
mix of music, so there’s a slice of their total audience that just can’t be reached via any other station. Additionally, talent reads by longtime legends can help you leapfrog the concerns of credibility. Just be certain that the air talent understands your brand and does it justice in his or her read.

For more information, visit:
All Access
FMQB
Wikipedia

Format Description:
Mainstream CHR stands for Contemporary Hit Radio (or Top 40 as it known by many), a format currently enjoying resurgence in popularity. The format, which features the biggest current hit records from the most popular artists, is known for high repetition (short playlists), high production values (tight, energetic jingles and audio signatures) and active promotions (street visibility). CHR usually succeeds in cycles of 10 years and is currently enjoying a wave of success not seen since 1999.

Audience:
18-34 Females, 12-24 year-olds

Core Artists:
Justin Timberlake, Beyonce, Nickelback and Black Eyed Peas

Key Radio Stations:
KIIS/Los Angeles
WXKS/Boston
WHTZ/New York
WKQI/Detroit
KHKS/Dallas

DR Factor:
Direct response advertising can be a tough sell on CHR. Younger
listeners tend not to have the discretionary buying power of older listeners. And short attention spans make it difficult to hold this audience’s attention during spot breaks. To succeed, speak their language, enhance their lifestyle and bestow status upon them for choosing your brand.

For more information, visit:
All Access
Billboard
FMQB
Wikipedia

Format Description:
This Talk format is 100% focused on Sports…except for the times when “Man Talk” topics like women, beer, movies, etc. filter into the mix. Sports/Talk is a foreground format with lots of listener interaction. Hosts have strong opinions and very often create controversy stirring the emotions of their listeners on a daily basis. The format is driven by what’s happening in the sports world and - on many stations - includes full in-season game coverage. Interviews with local and national sports celebrities and/or shows hosted by those personalities are often part of regular programming. Some markets with multiple sports franchises support two Sports/Talk stations. Often times, one is anchored by local hosts while the other features national programs and personalities such as Jim Rome, Dan Patrick, ESPN or Fox Sports.

Audience:
Men 18-54

Key Radio Stations:
WFAN/New York
WEEI/Boston
KTCK/Dallas
WHB/Kansas City
KNBR San Francisco

DR Factor:
Rabid males hanging on every word? Yes, Sports Talk stations can be strong partners for direct response radio advertising. Personality endorsements may be pricey, but the right personality can make products fly off the shelf. Exercise caution when investing in live, play-by-play coverage. Many fans are too wrapped up in the game to stop listening and take action on your offer.

For more information, visit:
WFAN
WEEI
ESPN Radio

Format Description:
This music format doesn’t follow the five or six core artists and 30-50 core songs formula of most music formats. Each station is tailored to the tastes and lifestyle of the individual market. Triple A stations market to psychographics rather than demographics. Their focus is on creating a unique and emotional bond with the listener. The relationship is based on emotion rather than entertainment. It communicates with its listeners with a level of intellectual respect that seems to have disappeared from many other radio stations and across the country. This format can also be the place for niche and specialty programs that might feature new releases, blues, folk and zydeco.

Audience:
Adults 35-54 and Adults 25-64

Core Artists:
Dave Matthews Band, U2, Bruce Springsteen, Bonnie Raitt, Coldplay, anything and everything

Key Radio Stations:
KFOG/San Francisco
KBCO/Denver
WXPN/Philadelphia
KINK/Portland
KTCZ/Minneapolis-St Paul

DR Factor:
The eclectic music mix and intellectual DJ chatter attract an intelligent listener with above average income. An open, honest approach will deliver a better return than gimmicky bells and whistles.

For more information, visit:
All Access
FMQB
www.kbco.com
www.cities97.com
www.xpn.org
www.kfog.com

Format Description:
This music format is comprised of artists and songs that made their mark during the 1980’s. The format itself was considered hot during its run between 1980-89. It went through an out-of-fashion period of backlash where people didn’t really want to hear it or anything associated with it. Nowadays, 80’s music is being embraced by a new younger generation of listeners who weren’t around to experience it when it happened. Many a one hit wonder was charted during the 1980’s with many artists never being able to duplicate their success again. With the advances of Satellite radio and Internet streaming, 80’s stations have sprung up everywhere and have re-ignited the public’s interest and passion for the music and lifestyle that existed during the decade of overindulgence.

Audience:
Women 18-34 and Women 25-49

Core Artists:
Madonna, Michael Jackson, Duran Duran, Prince, Bon Jovi, U2 and Bruce Springsteen

Key Radio Stations:
KHPT/Conroe, TX
WPOI/St. Petersburg, FL
WBZA/Rochester, NY
KMAX/Wellington, CO

DR Factor:
This music-intensive format poses a challenge for DR marketers, as air talent plays a background role and the younger demo to which this format appeals is not among radio’s most desirable direct response targets.

For more information, visit:
All Access
FMQB
BackTrax USA

Format Description:
This music format is comprised of artists who’ve established and solidified the foundation of Rock Music over the last 40 years. Listeners are primarily Men 18-49 focusing on the lifestyle and things that men enjoy: rock music, beer, women, sports and feeling like they’re part of something special. The format is driven by what’s happening in rock music right now. AOR (Album Oriented Rock) evolved during the late 60s and early 70s, when FM radio stations flipped from elevator music to free form rock ‘n’ roll outlets. The format succeeds by blending today’s hottest bands with the classic rock artists who helped define the rock era. New releases and concerts events are also important to these listeners who are passionate and fiercely loyal to the heritage of rock and roll music.

Audience:
Men 18-49

Core Artists:
Led Zeppelin, Pearl Jam, Van Halen, Foo Fighters, AC/DC, Red Hot Chili Peppers, Aerosmith and Metallica

Key Radio Stations:
WBCN/Boston
WLUP/Chicago
WRIF/Detroit
KSHE/St. Louis

DR Factor:
This music format effectively reaches men with very little waste
outside of demo. Commercials produced to mirror the rock ‘n’ roll lifestyle will deliver their message better than corporate, cookie-cutter ads. DJ testimonial ads are hit-or-miss, depending on the credibility and salesmanship abilities of each announcer.

For more information, visit:
All Access
FMQB
WBCN
WRIF
KSHE

Format Description:
This music format targets African American adults, ages 25-54. The music is comprised of urban-based artists who have long been established as founding members in the current Rhythm and Blues genre. Artists like Boyz II Men, Jennifer Hudson and Usher play alongside “Old School” favorites from Al Green, Teddy Pendergrass, The Whispers and others from the late 1960’s and early 1970’s. Listeners to the Urban AC format are extremely loyal and often spend more time with this format than listeners to other stations. They are community oriented and seek a station that mirrors their lifestyle and reflects their passion in presentation. The station’s air staff often showcase high profile syndicated morning show talents complemented by local air talents in other dayparts.

Audience:
25-54 Adults (skewing female)

Core Artists:
Luther Vandross, Mary J. Blige, R. Kelly, Alicia Keys

Key Radio Stations:
WBLS/New York
WHQT/Miami
WALR/Atlanta
WVAZ/Chicago

DR Factor:
This is an excellent format for target the adult, African-American
audience with little waste outside of the core target. Air talent endorsements can significantly boost results if properly priced and written to take full advantage of the individual talent’s strengths.

For more information, visit:
All Access
FMQB
WVAZ
WBLS
WHQT

Format Description:
Classic rock is defined as rock and roll music from the mid 60s to early 90s, with on-air playlists customized to specific market favorites. The music focuses on most if not all of the biggest names in the rock era performing their greatest hits.

Audience:
Men with equal appeal across 18-49, 25-54 and 35-64 demos (depending upon how the music mix is shaded and how market competition is programmed)

Core Artists:
Led Zeppelin, The Eagles, Pink Floyd, The Rolling Stones

Key Radio Stations:
WAQX/New York
KLOS/Los Angeles
WDVE/Pittsburgh
WCSX/Detroit
WMGK/Philadelphia

DR Factor:
For DR marketers targeting men, Classic Rock provides a good outlet to reach a male audience with very little “waste.” As a music intensive format, strong, compelling offers and ear-grabbing production values will enhance ROI, as well as radio personality endorsements, when available and affordable.

For more information, visit:
All Access
FMQB
Wikipedia

Format Description:
Hot Talk is a format that has evolved as an alternative to traditional Talk Radio for men with an appetite for edgy content. Presented in a “bar/locker room” type atmosphere, its modest success has come mostly in morning drive and has been identified as “Real Radio” or “Free FM” by some. Available both via terrestrial and satellite radio, personalities like Howard Stern, Opie & Anthony and Adam Carolla while away the hours talking about girls, gambling, sex, beer, chicks, current events, babes, celebrities, sports, entertainment and women.

Audience:
18-49 Men

Key Radio Stations:
WJFK/Washington DC,KLSX/Los Angeles, XM/Sirius Satellite Radio, as well as internet stations like The Live Test Show, which showcases many diverse programs featuring Hot Talk.

DR Factor:
“Hot Talk” is a great place to reach men with very little spillover
to the female audience. As a foreground format, its programming content conditions listeners to pay attention to the spoken word, making this format a solid choice for products and services that match well to this format’s demographic.

For more information, visit:
Wikipedia
All Access
FMQB
KLSX
WJFK

Format Description:
AC stands for Adult Contemporary, but in today’s crowded radio landscape there are now several versions of AC radio: Hot AC, Rhythmic AC and Urban AC. This format focus is on traditional Mainstream AC. These are established stations with extremely high brand awareness and very loyal listeners.

Audience:
25-54 Adults and Women

Core Artists:
Matchbox Twenty, Sheryl Crow, Santana, Phil Collins

Key Radio Stations:
WLTW/New York
WBEB/Philadelphia
WLIT/Chicago
KRWM/Seattle
KODA/Houston

DR Factor:
AC can be a frustrating direct response format. Much of the audience in this highly-rated format comes from “at work” listening. That means that long stretches of time reported “as listening” are spent in meetings, talking on the phone and doing other activities secondary to listening to the radio. Because prime time ratings are usually strong for this format, Madison Avenue agencies keep ad rates high, making it difficult for DR marketers to profitably crack the format. Further compounding the challenge is a limited number of commercial avails each hour on this music intensive format.

For more information, visit:
All Access
FMQB
Wikipedia