How to organize radio media data by DMA
Recently, I hosted a training session with a group of users who subscribe to theSRDS.com Radio database for sales and prospecting reasons. The users wanted to pull reports of radio stations by DMA since that is how their sales territories are set. They were also only interested in stations with a primary demographic of 34 years and older. I thought this would be a good example to share in case you or your colleagues are ever in need of similar information for radio planning. Here’s how I helped them get the right end results.
If you’re familiar with radio planning, you probably know that this media is not bought/sold by DMA, but by MSA. And, MSAs and DMAs are different even when they have the same name. In SRDS.com, the Radio database is organized by Metro Market and Non-Metro market, not DMA. However, you have the option of filtering by demographic, so one option for these users was to search for radio stations by the primary demo of 35 years and older and then review all results (all 801 of them!). They could look to see what DMA each station falls into (in the List View), and then add the listings in the DMAs they want into a report. While this approach would definitely make sense if you had a more targeted query, there are a couple of issues.
For one, a report only accepts 200 listings so you will likely have to create separate reports. This isn’t too problematic, just something to remember. The other issue is that once you download the detailed report for your tagged listings into Excel, you won’t have the information around which DMA each station falls into. That means you will need to manually enter the DMA for each station in your Detailed Report by looking at your search results. That could take a good amount of time that you may not have.
When the users presented me with this challenge, I provided them with a better option. I proposed that they use the Local Media by DMA search. This functionality allows you to select the Radio media type and then filter by each DMA, one at a time. When the results load, you could look at each station and only add to the report those listings whose primary demo meet your requirements. Once all the stations that meet your demo requirement are tagged, you can create a detailed report and save it as the DMA name. So, even though the DMA does not show up in your report, you will know it is for the DMA you selected. You also know that your primary demo requirement has been met since you’ve only tagged listings that meet your requirement. I recommend that you do one DMA at a time to ensure the stations in the report are for that single DMA. The users were happy with this approach and it saved them a ton of time!
I hope you find it helpful as well. If you ever have any other questions or would like to sign up for a 30-minute training session, please let me know.