(Data)² + (Creativity)² = (Results)³

Radio broadcasting is an interesting combination of free thinking, channelled creativity, rigid structure, and process. At times there seems to be no structure at all. The ability for creatives in programming and number crunchers in sales to each add their metered ingredients into the radio mix is essential to create a sustainable broadcast environment. The reality in these equations is that one plus one, does not always equal two.

The latest data releases put a lot of numbers in front of radio stations, agencies, and advertisers alike. The insight, trends and listener data create powerful opportunities to harness the attention and interests of audiences. The adage “the numbers never lie” rings true, we have better insight and data than ever before. Not only do we have our industry surveys like BRC Rams and The Infinite Dial, but stations are also seeing the value in aggregating data at a localised level, trying to better understand their audiences and the way they engage with their product. The ability to interpret data has become a key, and daily, function at radio stations. The ability to enhance sales messages and programming strategies led by clear data interpretation is like watching a scientist convert different elements into a powerful new product.

Every chemical reaction needs a catalyst and in the science of media, it is creativity that makes the magic. Understanding the data is the science of a plan or strategy, understanding what to do with the data to get people to react, is the art.

Empowered with tangible data insights, creative teams can sculpt ideas that will enhance the listening and entertainment experience for their audiences and create real opportunities to connect advertisers with these audiences too. Seasoned professionals will often talk about “going with your gut” when it comes to making key creative and strategic decisions around a brand. Empowered with logical and structured data analytics, the face of the modern gut feeling has changed substantially. 

So how does one know how much creativity is required, what data is the best to look at and what is going to be the literal spark to the flame? As with most volatile chemistry experiments, the advice “don’t try this at home” or “only attempt this with the supervision of a professional” seems prudent. The rapidly changing media landscape and a heightened need to deliver return on investment with reduced budgets, leaves little room to tinker with DIY media chemistry kits.

Work with a team that can help you identify what reaction you would like to achieve. Allow them to suggest the composition, and elements required to create the reaction, and allow them to mix the ingredients for you. There is an art to mixing that comes with experience, not often found in campaign textbooks. Before losing your eyebrows in a poorly planned media experiment, allow the team at MediaHeads 360 to invite you to our lab. We would love to look at the numbers that make sense to your needs and add the right mix of creative flair to create a powerful reaction!