Clutter Analysis
Marketing Strategy
Project Overview
I was the Head of Studio at SCA in 2023 and I was seeing a pattern of clients briefing us on breakfast and drive placement for their advertising. Traditionally, radio audiences used to peak at these times due to standard commuting times. However, in a post-COVID world as people live and work more flexibly, listenership has flattened out. People stream their favourite shows on demand with catch up radio podcasts, and tune in to radio to accompany them across their workday, whether that’s from home or at the office. I wanted to build a strategy to demonstrate this to clients and create efficiency in their audio advertising.
Product
Sales go-to-market strategy, including presentation, data analysis and media strategy.
Objective
Conduct an analysis that would allow clients to optimise their advertising. Create space from competitors, increase share of voice and drive impact with the same marketing spend.
Campaign Approach
I decided to start with the most cluttered industries on our stations – car dealerships and home builders. I ran an ad analysis across twelve months of the commercial radio stations and transferred the data to Excel.
Firstly, I sorted the information to analyse what stations played the most amount of category commercials. I discovered our network played 27% and 50% less commercials in the client category than our competitors.
Number of Car Dealership Commercials
Once I had determined the best stations for the category, I then studied the key buying dayparts of radio - breakfast, morning, afternoon and drive.
% of Total Car Dealership Commercials by Daypart
I then ran a session audience analysis of the client buying demographic - in this case, People 25-54 years old.
Audience Listenership
Campaign Solution
From a recent study conducted by our SCAiQ team, I knew that uncluttered environments provided higher first to mind recall. It was found that the commercial placed first in break displayed up to 23% higher unprompted recall than other commercials.
I recommended the following strategy:
Weight commercials to morning and afternoon sessions to create space from competitors
Drive had the highest audience reach, so to combat competitor clutter with premium placement such as first in break or solus commericials
Utilise live reads read by show talent for greater recall during breakfast
Results
The car dealership signed on for $250K across 12 months and adopted my recommendation in it’s entirety. I did the same analysis for a home builder and another car dealership, instead filtering the data by car brand. This client increased their YOY contract commitment by 43%.