The broadcast industry has been steadily moving toward using impressions as a measurement metric over the past couple of years, but it’s not doing so without some growing pains. Ratings are hard to let go of- they’ve been used as the default standard for decades. It’s only natural that broadcast sales staff are overwhelmed and struggling to adapt to the new systems. When you’re suddenly asked to change something so fundamental to the way that you’ve been working your entire career, it’s hard to shift gears. We at ShareBuilders have felt some of the same trepidation in trying to adapt to this new normal, so we thought we’d share some of the things we’ve learned along the way.
Creating rate cards can be one of the most tedious, time consuming tasks a broadcast sales manager faces. When you’re literally dealing in time, it’s critical to strike a balance between getting fair rates for your advertising and not letting itexpire. It can be a significant challenge to set aside the time necessary to really focus and get it right. Unfortunately, few executives in such demanding roles have that kind of time to spare. As a result, rate cards are often not optimized, leaving dollars on the table.