Local Automotive for Broadcast
The Rhiza for Ad Sales Local Automotive for Broadcast application reveals insights about a particular dealer or group of dealers in a specific market, including:
- Demographics about the market's population
- Information about how the dealer's make (for example, Honda) is doing in the market overall, as well as how the dealer is doing in that market
- A list of top competitors for the dealer or dealers
- Details about the target buyers in the market, including attitudinal and behavioral data
- Recommended programs and dayparts for ad sales that will reach the target buyers
Before you use the application, spend a minute or two to check out the information in this topic so you can really understand the application and its insights; this will help you share the most powerful (yet simple and direct) story with your customers.
It all starts with a dealer and a station
What dealer or dealers are going to be at the receiving end of an ad sales pitch? Which broadcast TV station is going to be part of the sales pitch?
Figure 92: The first page of the Local Automotive for Broadcast application (click to enlarge)
Drill down on the demographics
The target dealer, station, and the demographics associated with that market drive all of the insights in the Rhiza for Ad Sales Local Automotive for Broadcast application.
You set the dealer and station on the first page; you can optionally set the demographic information there as well. If you don't, the application infers the target demographic based on the market indicated by the dealer and station you entered.
You have the opportunity on the Market Overview page only to examine the demographics and change them, if necessary. Any changes you make here persist throughout the other pages in the report. You can always come back to the Market Overview page at any time and make additional changes if you want to see how a different demographic changes the insights in the report.
Figure 93: You can configure the demographic information only from the Market Overview page (click to enlarge)
Understand your market
Use the insights from the Market Overview page to get a feel for your dealer's market overall, and how specifically the dealer fits into that market. This page defines a dealer's trade area, which is a ZIP-Code based region that accounts for the bulk of the dealer's registrations.
Figure 94: The top half of the Market Overview tab (click to enlarge)
Learn about your Dealer
The Dealer Overview page offers a quick look at how the target dealer is doing in the trade area; the insights from this page can be used to create a highly targeted ad sales pitch.
Figure 95: The first part of the Dealer Overview tab of the Local Automotive for Broadcast application (click to enlarge)
Figure 96: The second part of the Dealer Overview tab of the Local Automotive for Broadcast application (click to enlarge)
Figure 97: The final part of the Dealer Overview tab of the Local Automotive for Broadcast application (click to enlarge)
Know your Competition
Who else is selling the same make in the dealer's trade area? And, more importantly, how is the dealer doing in comparison? The Competitive Analysis page gives a quick summary of the top same-make dealers in trade area, ranking them based on a combination of their registrations and market share.
This page also shows the top-selling segments for the make so a dealer can easily see market demand.
Figure 98: The top half of the Competitive Analysis tab of the Local Automotive for Broadcast application (click to enlarge)
Get smart about your target audience
The Rhiza for Ad Sales application doesn't just give you the facts about registrations. It has the unique ability to augment that data with behavioral and attitudinal insights from the Nielsen Scarborough USA+ dataset, allowing you to discover facts about your target audience that can help drive ad sales.
Figure 99: The Target Audience Context tab of the Local Automotive for Broadcast application (click to enlarge)
Figure 100: Another example of the insights available on the Target Audience Context tab (click to enlarge)
Know who's watching what, and when
Rhiza for Ad Sales also adds comScore data to the mix to help you learn more about your target audience. Not only do you know what vehicles they're buying and from which dealers, you also learn what they like to watch and when they like to watch.
The Broadcast TV Usage page shows the top-ranked programs and dayparts for the selected station. You can see information for all of the target demographics combined and for individual target demographics as well (for example, maybe you just want to see what programs or dayparts are most popular with the target ethnicity or the target income).
Note: For a definition of each daypart, including the hours it spans, see Barron's dictionary on allBusiness.com.
Figure 101: The Broadcast TV Usage tab (abbreviated) of the Local Automotive for Broadcast application (click to enlarge)
Know who your Broadcast TV competition is
Now that you know what your target audience is watching on the broadcast station you entered, you might want to know a bit about how that station and its programs rank against the competition.
Figure 102: The Broadcast TV Competition tab of the Local Automotive for Broadcast application (click to enlarge)
Understand how your target audience uses media overall
If you want to form a truly robust profile of your target audience, the General Media Usage page can help you do just that. With its Nielsen Scarborough data, it offers you unique insights about the newspapers and websites your target audience is reading, breaks down how they use video-on-demand, and examines whether they subscribe to cable and use DVRs. Use these nuggets of information to drive highly targeted ad sales strategies.
Figure 103: The General Media Usage tab of the Local Automotive for Broadcast application (click to enlarge)
Figure 104: Additional information on the General Media Usage tab (click to enlarge)
© 2016, Rhiza, Inc. All rights reserved. Last updated June 20, 2016 02:19:00 PM.