Alan Jones – Media agencies can’t read ratings
To the civilised, and unseasonably sunny, surroundings of Sydney Rowing Club for 2GB radio’s business outlook luncheon.
And presenter Alan Jones was quick to demonstrate his salesman side, making the most of the presence of Aussie Home Loans’ founder John Symond. Jones told the audience: “Welcome to the John Symonds benefit lunch. And thank you, John for agreeing to sponsor the 2GB breakfast show for the next five years. It’s got to be better value than your State of Origin sponsorship.”
Jones also had stern words for media agency guests in the room for failing to recognise the station’s number one position in the radio ratings when it comes to drawing up media plans.
He said: “Sadly there are people of such inexperience out there that they cannot read a ratings book. If someone could read a ratings book they would see how to maximise their audience’s reach.”
And Jones had a further gentle programming hint for network boss Russell Tate. Introducing Ross Greenwood’s presentation, Jones told the audience: “Ross is on from six til seven – six to eight, Russell might like to think about…”
Agencies read ratings just fine Alan, we just don’t buy on Total People. It would take a great level of inexperience not to know that.
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Alan, if your station is so effective for advertisers, why aren’t your own salespeople bringing in the revenue that you — a part-owner of the station — feel you deserve?
Answer?
They can only sell retirement advice and funeral plans because of the audience you draw.
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Good call by Alan Jones, love your work keep it up. Alan Vella of Sydney
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To the Buyer and Jim- I don’t believe angencies give AM radio a fair go! FM Radio,TV and digital (in no particular order) seem to be getting the lion share when it comes to spend. Maybe agencies should step ouside of there comfort zone and invest in AM radio where their paid commercials don’t get flicked in the car or turned over in the paper. I don’t see people driving to work on their laptops on or reading the paper. AM Radio is an excellent add on to any campaign strategy and believe it or not…..it actually works for the company paying for it. Agencies, if you used more AM radio you might actually surprise your clients by getting a result for them.
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