Product Roadmap Highlights:

Attribution Data

 

In the past few weeks you may have seen mention of our Product Roadmap.   To summarize briefly, we are deciding what new products and services to offer, and we’d love your input.  This week we thought we’d give a spotlight to one project: Incorporate Attribution Data into the ShareBuilder Pricing Algorithm (details below).

If you like what you’ve read and/or if you’d like to hear about other ideas, simply click on the link below, (you can vote by leaving your email and marking Critical or Nice-To-Have). If you’ve already voted, first thank you, however, give a peek at this idea as it is a late edition. Thanks in advance for making ShareBuilder better!

Incorporate Attribution Data into the ShareBuilder Pricing Algorithm

Summary

Expand ShareBuilder’s pricing and consulting services to help stations understand and leverage attribution data.

What is Attribution data?

Attribution data seeks to answer the strategic questions like “How effective was an advertiser’s recent advertising campaign?” or more tactically, “Did it increase the advertiser’s website visit, or foot traffic, or purchases?”

Example Attribution Vendors

Why is this an opportunity for broadcasters?

Presently, media pricing is heavily influenced by ratings and impressions. If advertisers begin to shift over to purchase behavior of consumers (rather than viewership or listenership) as the preferred currency, then pricing may need to begin to reflect this shift.

Proposed Solution:

Incorporate attribution data into ShareBuilders pricing algorithm.

Build in alerts that highlight pockets of inventory that may have been previously under-priced or over-looked.

ShareBuilders Radio Forecast

 

L+N Radio
Q1 -6.1%
Q2 -1.3%
Q3 -0.1%
Q4 -11.2%
July Aug Sept Q3
Local 0.5% -4.4% 0.0% -1.3%
Natl 6.0% 2.6% -1.0% 2.6%
L+N 2.2% -2.1% -0.3% -0.1%
Oct Nov Dec Q4
Local -11.0% -8.0% -8.0% -9.2%
Natl -29.0% -20.0% 12.0% -15.1%
L+N -18.2% -13.3% -4.6% -13.1%

Radio Forecast Observations

 

Q3 Local

Week-to-Week Pacing Changes

The quarter saw a nice 1.2-point jump this week thanks to 4 points adding to September’s pace. It would appear that only a handful of markets saw the major growth, but just about every category grew at some level.  
Forecast Updates
  • September’s big jump requires that we raise the forecast from -4.5% to flat. A big change at the end of the month isn’t a sign of great forecasting skills, but we’re happy to see growth, nonetheless.
  • The quarter comes to -1.3%, up from -2.7% last week.

Q3 National

Week-to-Week Pacing Changes

September’s 2.7-point fall drove the quarter’s pace down 0.8 points, most likely due to political hitting the 2018 numbers. Every category experienced the decline.
Forecast Updates
  • National looks half a point stronger at -1% for September, bringing the quarter to +2.3%.

Q3 Local + National

Local’s improvement brings the combined quarterly forecast up from -1.0% to -0.1%.

 

Q4 Local

Week-to-Week Pacing Changes

Local added a nice 1.5 points this week after weeks of declining pace.

  • October added 1.4 points, November 2.1, and December 1.2.
  • All categories saw growth.

Forecast Updates

Q3’s booking patterns continue to tell us that 2019 will come in closely to the 2018 patterns. Assuming that, October and November’s forecasts continue to look on target, but we’re going to raise December 2 points:

  • October: -11%
  • November: -8%
  • December: -8%
  • Quarter: -9.2

Q4 National

Week-to-Week Pacing Changes

A down week for National, dropping 6.6 points.

  • October dropped the most – 12 points – possibly due to big political bookings last year.
  • November lost 3.6 but December picked up 0.9.
  • While some categories fell far more than others, most were down.
Forecast Updates
  • While Local is probably coming in similarly to 2018, National will be earlier in the absence of late political bookings. The Q3 patterns tell us that while 2019 will be down from 2018, things look a little stronger today than our last -19.6% quarterly forecast, and more like -15.1%. Here’s the break down by month::
    • October: -29%
    • November: -20%
    • December: 12%

Q4 Local + National

It’s looking up for Q4! Our combined forecast is now 2 points higher than last week, at -11.2%.

Radio Pacing Charts Q3

      Jul Aug Sep Q3
    All SB Radio Stations Radio Executive Summary Pace 0.5% -4.4% 0.9% -1.1%
             
    Midwest Radio Stations Radio Executive Summary Pace -2.2% -9.6% -2.9% -5.1%
    Northeast Radio Stations Radio Executive Summary Pace 0.1% -6.2% 10.0% 1.0%
    South Radio Stations Radio Executive Summary Pace 7.0% -0.4% -3.6% 1.0%
    West Radio Stations Radio Executive Summary Pace -3.6% -4.2% 0.6% -2.4%
             
    Radio Market Rank 1→20 Stations Radio Executive Summary Pace 0.7% -5.2% -1.5% -2.1%
    Radio Market Rank 21+ Stations Radio Executive Summary Pace 0.1% -2.8% 6.1% 1.0%
             
    Radio News/Talk/Sports Stations Radio Executive Summary Pace 0.7% -2.4% 1.8% 0.0%
    Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace 4.5% 4.9% 5.1% 4.8%
    Radio Rock – Female Oriented Stations Radio Executive Summary Pace -15.8% -17.8% -15.9% -16.5%
    Radio Urban Stations Radio Executive Summary Pace 2.3% -4.1% 3.4% 0.3%
             
    All SB TV Stations Radio Executive Summary Pace 1.6% -5.0% 1.2% -0.9%
      Jul Aug Sep Q3
    All SB Radio Stations Radio Executive Summary Pace 6.0% 2.6% 1.2% 3.3%
             
    Midwest Radio Stations Radio Executive Summary Pace -15.6% -18.7% 7.2% -11.3%
    Northeast Radio Stations Radio Executive Summary Pace 9.2% 0.6% 12.5% 6.6%
    South Radio Stations Radio Executive Summary Pace 19.0% 13.7% 8.6% 13.8%
    West Radio Stations Radio Executive Summary Pace -6.5% -0.1% -22.2% -9.6%
             
    Radio Market Rank 1→20 Stations Radio Executive Summary Pace 7.6% 6.2% -0.2% 4.7%
    Radio Market Rank 21+ Stations Radio Executive Summary Pace 2.5% -5.2% 4.5% 0.1%
             
    Radio News/Talk/Sports Stations Radio Executive Summary Pace 1.4% 2.4% -21.9% -7.1%
    Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace 34.7% 25.8% 25.6% 28.4%
    Radio Rock – Female Oriented Stations Radio Executive Summary Pace -13.6% -19.1% -22.0% -18.3%
    Radio Urban Stations Radio Executive Summary Pace 4.9% 2.4% 6.9% 4.5%
             
    All SB TV Stations Radio Executive Summary Pace -2.1% -5.9% -0.4% -2.9%

     

      Jul Aug Sep Q3
    All SB Radio Stations Radio Executive Summary Pace 2.2% -2.1% 1.0% 0.3%
             
    Midwest Radio Stations Radio Executive Summary Pace -6.4% -12.6% -0.2% -7.0%
    Northeast Radio Stations Radio Executive Summary Pace 2.8% -3.9% 10.7% 2.7%
    South Radio Stations Radio Executive Summary Pace 11.7% 5.3% 1.1% 6.0%
    West Radio Stations Radio Executive Summary Pace -4.3% -3.2% -5.1% -4.2%
             
    Radio Market Rank 1→20 Stations Radio Executive Summary Pace 2.8% -1.4% -1.1% 0.1%
    Radio Market Rank 21+ Stations Radio Executive Summary Pace 0.8% -3.6% 5.6% 0.7%
             
    Radio News/Talk/Sports Stations Radio Executive Summary Pace 0.8% -1.7% -1.8% -1.0%
    Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace 12.9% 11.9% 11.1% 12.0%
    Radio Rock – Female Oriented Stations Radio Executive Summary Pace -15.0% -18.3% -17.9% -17.2%
    Radio Urban Stations Radio Executive Summary Pace 3.3% -1.5% 4.7% 2.0%
             
    All SB TV Stations Radio Executive Summary Pace 0.5% -5.3% 0.6% -1.5%

    Radio Pacing Charts Q4

       

        Oct Nov Dec Q4
      All SB Radio Stations Radio Executive Summary Pace -5.9% -3.8% -0.1% -3.8%
               
      Midwest Radio Stations Radio Executive Summary Pace -7.0% -13.8% -10.1% -10.1%
      Northeast Radio Stations Radio Executive Summary Pace -8.4% -9.5% 4.5% -6.8%
      South Radio Stations Radio Executive Summary Pace -3.7% 0.6% 1.2% -1.1%
      West Radio Stations Radio Executive Summary Pace -6.0% -2.2% 0.9% -3.0%
               
      Radio Market Rank 1→20 Stations Radio Executive Summary Pace -4.9% -1.9% 0.4% -2.7%
      Radio Market Rank 21+ Stations Radio Executive Summary Pace -8.3% -8.4% -1.2% -6.6%
               
      Radio News/Talk/Sports Stations Radio Executive Summary Pace -0.4% -3.9% 2.2% -0.9%
      Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace -5.0% -12.0% -7.0% -7.9%
      Radio Rock – Female Oriented Stations Radio Executive Summary Pace -13.2% -6.0% -1.2% -8.1%
      Radio Urban Stations Radio Executive Summary Pace -7.0% -1.6% -2.4% -4.1%
               
      All SB TV Stations Radio Executive Summary Pace -6.4% -7.5% -7.8% -7.1%
        Oct Nov Dec Q4
      All SB Radio Stations Radio Executive Summary Pace -10.7% -0.5% 11.4% -2.6%
               
      Midwest Radio Stations Radio Executive Summary Pace -14.1% 13.8% 51.4% 6.2%
      Northeast Radio Stations Radio Executive Summary Pace 24.6% 31.7% 42.2% 30.5%
      South Radio Stations Radio Executive Summary Pace -1.5% 6.2% 15.8% 5.0%
      West Radio Stations Radio Executive Summary Pace -26.0% -17.8% -8.2% -19.5%
               
      Radio Market Rank 1→20 Stations Radio Executive Summary Pace -11.8% -2.4% 6.0% -4.9%
      Radio Market Rank 21+ Stations Radio Executive Summary Pace -6.7% 6.4% 32.1% 5.5%
               
      Radio News/Talk/Sports Stations Radio Executive Summary Pace -23.2% -3.4% 1.8% -12.4%
      Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace 30.9% 32.7% 85.5% 41.4%
      Radio Rock – Female Oriented Stations Radio Executive Summary Pace -25.9% -14.7% -3.9% -17.8%
      Radio Urban Stations Radio Executive Summary Pace 8.6% 20.9% 33.5% 18.1%
               
      All SB TV Stations Radio Executive Summary Pace -17.9% -18.9% -16.8% -18.0%

       

        Oct Nov Dec Q4
      All SB Radio Stations Radio Executive Summary Pace -7.5% -2.7% 3.2% -3.4%
               
      Midwest Radio Stations Radio Executive Summary Pace -9.3% -6.3% 4.3% -5.4%
      Northeast Radio Stations Radio Executive Summary Pace 2.4% 4.3% 19.7% 6.0%
      South Radio Stations Radio Executive Summary Pace -2.8% 2.8% 6.5% 1.3%
      West Radio Stations Radio Executive Summary Pace -12.1% -6.6% -1.3% -7.7%
               
      Radio Market Rank 1→20 Stations Radio Executive Summary Pace -7.3% -2.1% 2.1% -3.4%
      Radio Market Rank 21+ Stations Radio Executive Summary Pace -7.8% -4.4% 6.4% -3.4%
               
      Radio News/Talk/Sports Stations Radio Executive Summary Pace -3.3% -3.8% 2.2% -2.1%
      Radio Rock – Adult/Male Oriented Stations Radio Executive Summary Pace 5.1% -0.1% 14.9% 5.2%
      Radio Rock – Female Oriented Stations Radio Executive Summary Pace -18.0% -9.1% -2.1% -11.6%
      Radio Urban Stations Radio Executive Summary Pace -0.6% 7.5% 11.0% 4.8%
               
      All SB TV Stations Radio Executive Summary Pace -10.0% -11.1% -10.7% -10.6%