Media advertisers and sellers are bombarded with media research and data from various sources. Remarkably, most research presented to clients usually indicates they are your best investment. Sellers and buyers should use caution before acting on a campaign based on research. While this information can be invaluable for designing campaigns, we should keep an open mind towards conclusions drawn. The next time you are presented with “we are #1” research, here are some things to evaluate and how to possibly utilize the research presented.
Consider the Source
First, figure out where the research is coming from. Different sources have different methodologies and, of course, potential biases. For instance, research from a radio station highlights the strengths of radio advertising. At the same time, a digital agency might emphasize SEO and online ads as the key to making more money. Knowing who conducted the research and their potential motivations can help you interpret the data more accurately. There are plenty of neutral sources available even to media companies.
Evaluate Methodology
We all should look for studies that clearly outline their methods, including sample size, data collection, and analysis procedures. Research that uses large, representative samples and transparent, replicable methods is generally more trustworthy. Remember, it takes about a 1,500 to 2,000 sample size to represent the total US population. Look closely at studies with vague or poorly explained methodologies.
Cross-Reference
For example, no single study can provide a complete view of media consumption. Cross-referencing data from multiple sources can help get a more balanced perspective. If different studies from reputable sources show similar trends, the findings are more likely to be reliable. And, if there are huge discrepancies, it’s worth figuring out why.
Context, Context, Context
Context is vital when interpreting research. Consider the broader media environment and how it might impact the findings. For example, a surge in digital ad engagement during a major online event, like Prime Day, might not indicate long-term trends. Diary rating results of radio stations can be impacted if a station does massive advertising, cash giveaways, or continuous Christmas music during the holidays. Know the difference between temporary spikes and actual shifts in consumer behavior.
Look for Peer-Reviewed Research
Peer-reviewed research is typically more reliable as it has undergone scrutiny by experts in the field. While not all media research will be peer-reviewed, studies published in reputable journals or by established research organizations are generally more credible. Prioritize these sources when making decisions based on research data. I like Pew Research, the Journal of Advertising Research, and Nielsen.
Look Under the Hood
Critically analyze the data, looking beyond the headlines to understand the nuances. For example, a study might show high engagement rates for a particular ad format, but it’s essential to consider factors like audience demographics and the nature of the content. This often can show up in digital media, where those aged 12-35 behave much differently than those 55-74 years old.
Seek an Expert Opinion
When in doubt, consult with experts. And ask for their advice, especially if they don’t have a dog in the fight. Building a network of trusted experts can be a valuable asset in navigating the media research landscape. Email Dr. Ed Cohen. He is a great resource.
Stay Updated
Subscribe to industry publications. For example, the Home Furnishings Association could care less about whether or not a retailer gets results from organic or paid digital advertising- they want results.
Research is a powerful tool for sellers and advertisers. Intelligent decisions can be made by understanding the source, evaluating methodology, cross-referencing data, considering context, prioritizing peer-reviewed research, critically analyzing data, seeking expert opinions, and staying updated.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
