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The Harsh Reality of Prime

by | Dec 13, 2023

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

Dec Blog- Bob (1)As I write this, stations we work with are running open in Prime. This trend isn’t novel, having manifested itself since the onset of the pandemic. It’s imperative to grasp the extent of this decline to adeptly navigate our pricing strategy in the times ahead. Although 2024 in specific markets holds promise with additional political demand, capable of plugging some gaps, a contingency plan is essential if this political demand fails to materialize, maximizing revenue amid a diminishing daypart.

To put things into perspective, consider the chart below, depicting the annual average weekly Adults 25-54 rating points in a representative market. While this represents just one market, the observed pattern is largely replicated across the ShareBuilder database. The primary takeaway is that we cannot anticipate being purchased at the same rates as 2020 or even 2022. Despite Prime point levels decreasing, logic would suggest that Cost Per Points should rise. However, this isn’t the reality; we are fortunate if CPPs remain static year over year. Given this understanding, difficult decisions must be made regarding pricing the Prime daypart.

HCDecemberBLog

This is where the concept of elasticity of demand becomes crucial. Each network boasts a select few highly sought-after Prime programs for which advertisers make specific requests. We want to ensure that advertisers with unreasonably low “need rates” don’t gain access to these programs. Likely, other advertisers are willing to purchase the same inventory at a more reasonable rate. Yet, similar to other dayparts that face underutilization, we must decide the acceptable rate and when to disengage. Understanding the extent of elasticity in the buyer’s demand affords us two straightforward strategies. Suppose our assessment suggests the buyer’s demand is inelastic, meaning they ardently require a specific program to meet their objectives. In that case, we should set the price as high as possible, approaching the point where the buyer threatens to walk away. Conversely, if the buyer’s demand is elastic, we negotiate a share of the business based on a lower rate.

Prime inventory no longer holds the same value as it did in the past. Recognizing this fact is crucial for identifying and formulating our pricing strategies moving forward.

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