Sales and Marketing News from RABFriday, March 2, 2007
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Dating Services Love Radio
Advertising spending for dating services, especially online services, are growing at an unprecedented rate, according to Nielsen Monitor-Plus, the advertising intelligence service of The Nielsen Company. Nielsen Monitor-Plus reports a dramatic increase in ad spending over the past three years.
In 2004 (January-November) total U.S. media spending was $149 million; 2005 (January-November) total spending was $310 million; for January - November 2006 total spending was $430 million. In 2006, most dating services companies spent their advertising dollars on Cable TV with $130.6 million in reported ad spending, the Internet ranks second at $127.3 million and Spot TV follows with $75.1 million.
"The dating services industry has shown tremendous growth in terms of ad spending across all media, but most especially Cable TV, Online and Local TV and Local Radio," said Brian Lane, SVP Client Strategy & Product Management for Nielsen Monitor-Plus. Online Ad Spending Total estimated spending on image-based online advertising for dating services was $127.3 million for Jan-November 2006. True ($52.2 million), Mate1.com ($20.4 million) and InterActiveCorp (match.com) ($16.1 million) led the top online personals advertisers in 2006. With the exception of match.com and eHarmony.com the remaining eight companies are almost exclusively using the internet for advertising.
Company | Estimated Spending
True | $ 52,169,100
Mate1.com | $ 20,410,000
IAC/InterActiveCorp (match.com) | $ 16,083,600
Flingweb.com | $ 9,869,300
MarketRange, Inc. | $ 7,275,800
eHarmony.com | $ 5,801,400
Yahoo! Inc | $ 5,491,500
Chemistry.com | $ 2,845,800
SinglesNet | $ 2,481,800
MatchNet plc | $ 1,526,500
Grand Total | $127,308, 000
*Source: Nielsen//NetRatings AdRelevance
Top Advertisers
Spending for the top 10 dating services represents 96 percent of total spending for this industry ($290 million of the $302 million total). eHarmony.com led the way, spending $110 million in million in January-November 2006.
Top Markets
New York reported $11 million spent on dating services for January - November 2006. Collectively, $58 million was spent in the top 10 markets in 2006, an increase of 30 percent from 2005. Nine out of the 10 markets showed double digit increases, with the exception of Washington DC. Boston had the largest increase in terms of percent, spending 73 percent more to find a date in 2006 than the year before.
(Source: Nielsen Media Research, 2/27/07)
Advertising spending for dating services, especially online services, are growing at an unprecedented rate, according to Nielsen Monitor-Plus, the advertising intelligence service of The Nielsen Company. Nielsen Monitor-Plus reports a dramatic increase in ad spending over the past three years.
In 2004 (January-November) total U.S. media spending was $149 million; 2005 (January-November) total spending was $310 million; for January - November 2006 total spending was $430 million. In 2006, most dating services companies spent their advertising dollars on Cable TV with $130.6 million in reported ad spending, the Internet ranks second at $127.3 million and Spot TV follows with $75.1 million.
|
Media
Type |
Jan
2004 – Nov
2004 $ mil |
Jan
2005 – Nov
2005 $ mil |
Jan
2006 – Nov
2006 $ mil |
||
|
|
|||||
|
Cable TV |
$56.70
|
$87.80
|
$130.60
|
|
|
|
Internet |
N/A |
$88.90
|
$127.30
|
|
|
|
Spot TV |
$43.50
|
$55.80
|
$75.10
|
|
|
|
Spot Radio |
$9.30
|
$25.50
|
$33.10
|
|
|
|
Network
Radio |
$17.10
|
$17.00
|
$18.60
|
|
|
|
Network TV |
$4.40
|
$2.70
|
$15.10
|
|
|
|
National
Magazine |
$9.80
|
$19.50
|
$11.90
|
|
|
|
Syndicated
TV |
$0.00
|
$5.60
|
$8.70
|
|
|
|
Local
Magazine |
$2.30
|
$2.00
|
$3.10
|
|
|
|
Local
Newspaper |
$4.30
|
$3.60
|
$3.10
|
|
|
|
Spanish
Language TV |
$0.00
|
$1.50
|
$2.10
|
|
|
|
Outdoor |
$1.00
|
$0.50
|
$0.80
|
|
|
|
National
Newspaper |
$0.40
|
$0.30
|
$0.40
|
|
|
|
National
Sunday Supplement |
$0.00
|
$0.20
|
$0.20
|
|
|
|
Grand
Total |
$148.80
|
$310.90
|
$430.10
|
|
*Source: Nielsen//NetRatings AdRelevance
"The dating services industry has shown tremendous growth in terms of ad spending across all media, but most especially Cable TV, Online and Local TV and Local Radio," said Brian Lane, SVP Client Strategy & Product Management for Nielsen Monitor-Plus. Online Ad Spending Total estimated spending on image-based online advertising for dating services was $127.3 million for Jan-November 2006. True ($52.2 million), Mate1.com ($20.4 million) and InterActiveCorp (match.com) ($16.1 million) led the top online personals advertisers in 2006. With the exception of match.com and eHarmony.com the remaining eight companies are almost exclusively using the internet for advertising.
Company | Estimated Spending
True | $ 52,169,100
Mate1.com | $ 20,410,000
IAC/InterActiveCorp (match.com) | $ 16,083,600
Flingweb.com | $ 9,869,300
MarketRange, Inc. | $ 7,275,800
eHarmony.com | $ 5,801,400
Yahoo! Inc | $ 5,491,500
Chemistry.com | $ 2,845,800
SinglesNet | $ 2,481,800
MatchNet plc | $ 1,526,500
Grand Total | $127,308, 000
*Source: Nielsen//NetRatings AdRelevance
Top Advertisers
Spending for the top 10 dating services represents 96 percent of total spending for this industry ($290 million of the $302 million total). eHarmony.com led the way, spending $110 million in million in January-November 2006.
|
Top
10 Advertisers |
Jan
- Nov 2006 |
%
change vs. Jan-Nov 05 |
|
|
eHarmony.com
Inc. |
$110.14 |
39% |
|
|
IAC/InterActiveCorp
(match.com) |
$66.40 |
39% |
|
|
Teligence (Live Links, Tango, Redhot, Vibeline, Fonchat) |
$42.68 |
20% |
|
|
First
Media Group Inc. (Quest Dating) |
$24.68 |
149% |
|
|
Its Just
Lunch Inc. |
$18.45 |
75% |
|
|
Vertrue Inc. (Lavalife) |
$16.33 |
15% |
|
|
Marketrange Inc. (PerfectMatch.com) |
$4.19 |
-8% |
|
|
Valenti Intl LLC |
$2.89 |
3% |
|
|
Cupid.Com
Inc. |
$2.52 |
96% |
|
|
Adventures
Northwest Inc. |
$1.64 |
124% |
|
|
Top 10
Total |
$289.92 |
40% |
|
|
All Other
Total |
$12.99 |
-17% |
|
|
Grand
Total |
$302.90 |
36% |
*Source:
Nielsen//NetRatings AdRelevance
Top Markets
New York reported $11 million spent on dating services for January - November 2006. Collectively, $58 million was spent in the top 10 markets in 2006, an increase of 30 percent from 2005. Nine out of the 10 markets showed double digit increases, with the exception of Washington DC. Boston had the largest increase in terms of percent, spending 73 percent more to find a date in 2006 than the year before.
|
Market |
Jan-Nov
2005 |
Jan-
Nov 2006 |
%
change |
|
|
$9.10
|
$11.60
|
27% |
|
|
$6.70
|
$8.80
|
30% |
|
San
Francisco-Oak-San Jose |
$4.90
|
$6.70
|
36% |
|
|
$4.70
|
$6.30
|
35% |
|
|
$3.60
|
$4.50
|
22% |
|
Dallas-Ft.
Worth
|
$2.80
|
$4.30
|
54% |
|
|
$3.90
|
$4.20
|
6% |
|
|
$2.30
|
$4.00
|
73% |
|
|
$3.50
|
$3.80
|
11% |
|
Minneapolis-St.
Paul |
$2.80
|
$3.80
|
35% |
|
Grand
Total |
$44.50
|
$58.00
|
30% |
*Source: Nielsen//NetRatings AdRelevance
(Source: Nielsen Media Research, 2/27/07)
What Motivates Mobile Phone Buyers to Buy?
According to The NPD Group, a leading consumer and retail information company, features and form factor are the primary motivators of American consumer phone purchases, with flip-phones continuing as a favored phone type. "With few exceptions, buyers have ranked these two criteria highest (roughly 40 percent) over the past seven quarters," said Ross Rubin, director of industry analysis for The NPD Group. "Experienced phone buyers are zeroing in on familiar criteria. This offers opportunities for handset manufacturers and carriers to educate consumers about emerging capabilities." NPD research shows positive signs for handset manufacturers seeking to avoid commoditization. The third most often cited reason for choosing a particular phone is that it is a "good brand," With phones serving a central role in consumers' daily communications, consumers are turning to trusted names. Furthermore, while low price came in twelfth in the fourth quarter of 2006, consumers will turn away if a price is too high. According to NPD surveys conducted throughout 2006, age can play a role as well in the purchase of a handset. Among the various age groups, different profiles emerge based on the top purchase motivator. For example, buyers 18 to 24 chose "it's a cool phone" as their top motivator for buying a handset during the past year. Those 25 to 44 most often chose "had the capabilities I wanted." And consumers 45 and older, chose "flip phone / can be closed" as their top criterion for purchase. Based on age and the top purchase motivators, three distinct target groups emerge: • The youngest buyers seek a desirable device that reeks of "cool" (design is key, but the phone has to deliver on functionality, too). • Young to middle-aged buyers want a wide range of capabilities. Getting just the right combination is the trick, so the device must strike a balance between popular must-have features and those that might just be nice to have. • For people just past middle age and the older crowd, a solid flip phone will suffice; however, it shouldn't lack basic capabilities and the brand is still important, too. "For vendors to maximize their success, they must strive to match up the motivations of particular demographic groups with the phone that matches their purchase criteria," Rubin said. "The flip phone has enabled manufacturers to combine a reasonably large screen in a compact form factor. Emerging designs that accommodate larger screens and QWERTY keyboards driven by high-speed data availability must match its convenience and fashion cachet." (Source: The NPD Group, 2/27/07) 
Daily Sales Tip: How Customers Rank Salespeople
In a recent study, customers ranked the attitude of their salesperson higher than fundamental know-how and industry-specific knowledge. They also placed the salespeople who call on them in one of three categories: 1. Jaded. This group shares a classic glass-half-empty mentality characterized by cynicism, skepticism and negativity. They seem to focus on what is unsatisfactory in their lives. They make little effort to hide their lack of interest in what they're selling and the customers they're trying to close. They pollute the attitudes of everyone around them. 2. Jobber. They go to work for lack of a better alternative. They deal with customers without taking risks or rocking the boat. They're content to put one foot in front of the other as long as they don't trip along the way. 3. Jazzed. Salespeople in this group call on prospects and customers energized, enthused and passionate about the opportunity before them. They're eager to learn, interact, share knowledge and develop new relationships. They are never quite satisfied, always eager to nudge their performance a little higher and make a difference to their customers. They are persistent in the face of adversity and possess the instinct to push on, when quitting would be a more comfortable alternative. Source: Championship Selling, by Tom Blake, Tom Hodson and Tony Enrico (2006)
Ideas that Sell
Copy: ALL KINDS OF TANKS ANNOUNCER: "YOU KNOW, THERE ARE A LOT OF DIFFERENT KINDS OF TANKS IN THE WORLD. THERE'S THE RUSSIAN T-62, THE GERMAN LEOPOLD, THE M-1 ABRAMS, BUT THE MOST COMMON AND WIDELY FEARED TANK IN THE WORLD TODAY IS... THE FULL SEPTIC TANK! DON'T CALL OUT THE NATIONAL GUARD IF YOU COME UP ON ONE OF THESE BABIES...THEY CAN'T HELP." "(COMMANDER) ""RETREAT! RETREAT! AHHHHHHH!""" "(ANNC) INSTEAD, CALL SIMMONS SEPTIC TANK SERVICE. WE'VE BEEN SERVING THE PORTLAND AREA FOR OVER 30 YEARS AND HAVE DEALT WITH ALL KINDS OF SEPTIC TANK BATTLES, PORTABLE TOILETS, AND EVEN SERVICE ON PUMP STATIONS. (COMMANDER): MILITARY SERVICE? (ANNC) "NOT QUITE, BUT WE DON KNOW HOW TO GET THE JOB DONE. REMEMBER SIMMONS SERVICE AT 555-5555 THE NEXT TIME YOUR FACING A SCEPTIC TANK BATTLE." (SFX: FLUSH)
RAB Classifieds: Your Employment Source
General Managers: Can You Get It Done? In today's economy do you know how to find ways to get it done?? Or do you make excuses?? Do you know how to activate a sales department to exceed their goals?? Do you know how to deliver on a promise?? Do you have the skills to train, support, be active in your community and be a community leader?? Do you understand that in small market radio you have to be out from behind the desk working with clients and sellers alike?? Do you understand that each station, each promotion and everything that is on each station is a Profit Center?? Can you work with a broadcast company that is hard driving, focused, accustomed to hitting profit plans, that wins state awards, Crystal Awards and Marconi's for broadcast excellence?? Three Eagles Communications is not a company that accepts anything less. If you have what it takes to measure up to this award winning group of broadcasters, managers and broadcast executives, then forward your information to: Gary Buchanan, President/COO Three Eagles Communications – gbuchanan@threeeagles.com. Three Eagles Communications is an equal opportunity employer. M/F.
WFMS/WJJK/i94 in Indianapolis is looking for our next Sales Management Superstar! If you are: Organized*Creative*Money Motivated*Outgoing*Get Along with People* *A Winning Coach and Business Oriented, We want to talk to you! This Cumulus Cluster has an immediate opening for a Local Sales Manager in Indianapolis. You will assist our Director of Sales and General Manager in leading these incredible products Sales Operation. Interested persons should mail resume with cover letter to: Ms. Lori True, Director of Human Relations, 6810 N. Shadeland Ave., Indianapolis, IN 46220 or e-mail to indyhr@indyradio.com. We want to fill this position NOW – so make it happen! Cumulus is an Equal Opportunity Empolyer.
Senior Account ExecutiveDo you want to live in one of the best and most beautiful areas of the country? Do you want to sell for an independent broadcasting company in a large market? Sunrise Broadcasting located in Wilmington, NC is seeking an experienced Senior Account Executive for new business development. This person will retain and grow business from current clients, and cultivate new accounts. This individual will develop customized solutions using the platform of stations and resources at Sunrise; and will participate in station functions and promotions as assigned. The successful candidate must have three years of radio sales experience, strong interpersonal and organizational skills; problem solving ability; and be creative. Must be able to absorb training and learn new skills and concepts quickly, and have the ability to learn and use several proprietary and industry specific software applications. A Bachelor's degree is preferred. A pre-employment drug screening is required. All candidates must apply online at: www.cbc-raleigh.com (Openings at Sunrise) EOE M/F All Sunrise Broadcasting properties are tobacco free.
Account ExecutiveDo you want to live in one of the best and most beautiful areas of the country? Do you want to sell for an independent broadcasting company in a large market? Sunrise Broadcasting located in Wilmington, NC is seeking an experienced Account Executive for new business development. This person will retain and increase business and develop new business; and will participate in station functions and promotions as assigned. The successful candidate must have strong interpersonal and organizational skills; problem solving ability; and be creative. Must be able to absorb training and learn new skills and concepts quickly, and have the ability to learn and use several proprietary and industry specific software applications. Two years of outside sales experience in any field and a Bachelor's degree preferred. A pre-employment drug screening is required. All candidates must apply online at: www.cbc-raleigh.com (Openings at Sunrise) EOE M/F All Sunrise Broadcasting properties are tobacco free.
Cherry Creek Radio Seeking General Manager The economy is booming in Williston, North Dakota! The Bakken Oil Field is in full swing, and life is good in Northwest North Dakota. Our outstanding GM of five years is leaving to be closer to family, so we're looking for his replacement to run our heritage operation. We have a veteran staff, they're making budgets, virtually no turnover, collections are good, we have a great facility, and it's a great place to live. We're seeking an experienced GM who knows how to work with great people, and be a part of the community. We offer a great compensation package, benefits, and one of the best companies in radio to work for. Contact Kate Glenn at 810-385-4045 or send your resume and qualifications to kate@mediastaffingnetwork.com. Cherry Creek Radio is an Equal Opportunity Employer.
A General Sales Management Opening Like this Does Not Happen Every Day CBS' West Palm Beach Sunny 104.3, the top rated AC has an opening for a General Sales Manager. If you've been in radio anytime at all, you should be excited enough about this opportunity, but let's take a moment to elaborate on what makes it so special. 1) You will be working for CBS, one of the most visionary and forward-thinking of all broadcast companies. You'll have tools, resources, all the benefits that a leader in the industry can bring to bear to help you do your job successfully. 2) You will get to live in West Palm Beach, a city of unsurpassed beauty, a sub-tropical ocean-front location, vibrant downtown shopping, exciting dining experiences and an overall great quality of life. And that brings us to you. We don't need a manager. We need a strong leader, someone with a history of developing talent, someone with expertise in generating direct, alternative and digital revenue. To us, that means you will already have a great track record of success. If this is you, email your resume to brian.lang@cbsradio.com. EOE.
Senior Account Executive, Saga, Norfolk/Virginia Beach/Newport News You'd like a good active account list. Sure wouldn't hurt if the facilities were really nice and well maintained. You know what would REALLY be nice? Local and live on-air talent to engage and entertain listeners. A talented Production team that actually LIKES to write and produce great ads...especially spec ads! And since we are talking about a "dream job", let's throw in a large promotions/interactive team that is trained to work well with clients. Now let's put this job on a beautiful coastal area known for its incredible beach, seafood, and quality of life. And yes, if you have the qualifications, this dream job can be YOURS! Saga's Tidewater Communications, LLC in Norfolk/Virginia Beach, is searching for talented and experienced Sales Representatives to join our team. You bring your expertise in selling new business and growing agency accounts, and we will provide the rest. These positions are so important that yes, we will even consider assistance with relocation costs. If we are doing all this, you know our standards will be high: DOCUMENTABLE success is mandatory, and a college degree is preferred. Send cover letter and resumes to Diane Hubel, VP/GM at dhubel@tciradio.net. EOE.
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