Edison joins the DPAA

It’s an exciting time to be a part of the out-of-home industry as it continues to flourish and expand. Edison has been conducting research for digital out-of-home clients for over a decade.

By joining the The Digital Place Based Advertising Association (DPAA), we plan to share our expertise and continue to help companies to research, learn and grow. In collaborating with advertisers, agencies and DOOH networks, we can promote the effectiveness of digital place-based advertising. Whether by advertising effectiveness studies, customer experience and engagement studies or audience estimates, we can provide information and analysis for confident buying and planning through valid research using industry-wide standards.

Thanks to our fellow DPAA members for the warm welcome at last night’s quarterly meeting. A press release from DPAA is here. If you are interested in learning more about Edison’s out-of-home work, check it out here.

A New Christmas Hit, And A Holiday Gift

By Sean Ross

Why does a new song become a Christmas hit, especially when it’s so hard to create a “new” holiday song?  For the same reason, apparently, that any phenomenal song reaches mainstream pop radio from beyond the usual realm of consideration: because a label wanted it to happen.

Last year, Kelly Clarkson’s new “Underneath The Tree” pushed its way into the twenty most played songs at AC, a neighborhood typically populated by much older songs. Clarkson’s song was well-calculated for AC: a core artist working the retro-Spector ’60s style that has come to signify holiday music since “All I Want For Christmas Is You.” But RCA also made it known to radio that they wanted the airplay. That’s a commitment that few major labels make, lest it distract from their other priorities.

On Monday, Republic released the new Ariana Grande holiday single, “Santa Tell Me.” The subject line of the promotional email blast was “the first #1 holiday pop song in 20 years is here.” On Tuesday, the trade ads made clear that the song was “impacting Top 40, Hot AC, and AC radio now.” It also featured major call letters, including New York’s Z100, Chicago’s B96, Miami’s Y100, and Milwaukee’s Kiss 103.7.

Grande has had four top 10 hits since spring, if you count her appearance on Jessie J’s “Bang Bang.” The fourth, “Love Me Harder” just cracked the top 10. In addition, Epic put out a holiday original, “I’ll Be Home,” by Meghan Trainor, even as her second single, “Lips Are Movin’,” continues to build. And Disney has taken trade ads on behalf of “Do You Want To Build A Snowman?” from “Frozen,” urging PDs to think of it as a holiday song. The lead artist on “Snowman,” Kristen Bell, is also represented on the new Straight No Chaser single, “Text Me Merry Christmas.”

It’s significant that Republic wanted to go for a holiday single. If anything, it’s a way to further establish Grande as a significant enough artist to generate interest with a holiday original. (Taylor Swift’s holiday airplay is for a pair of standards, “Last Christmas” and “Santa Baby”). And it’s sooner in Grande’s career arc than either Mariah Carey or Wham, acts that managed equally rare holiday breakthroughs in the ’80s and ’90s respectively.

Edison’s Holiday Gift

For our part, over the last decade that Edison Research has done holiday music testing, we’ve been very cognizant of how songs move in or out of the holiday canon. As with “Do You Want To Build A Snowman,” we’ve also noticed that not every song has to be holiday themed. For “My Favorite Things,” which emerged as a reliable tester, it was the mere combination of references to winter weather and a movie often enjoyed around the holidays.

In our most recent holiday music test, we were curious about what other songs might work. We included a number of transcendent songs that had appropriately warm sentiments, but weren’t necessarily holiday related. Two tested playable – “Somewhere Over The Rainbow” by Israel Kamakawiwo’ole and “One Love”/”People Get Ready” by Bob Marley. Then there was “What A Wonderful World” by Louis Armstrong, which came back top 15.

That song has baffled PDs in recent years. It hasn’t ever been a sonic fit for most of the stations that play it. Most Classic Hits and Adult Contemporary stations have contemporized and few PDs want to play an odd MOR holdover from the mid ’60s. But unless yours is the first all-holiday station to draw a hardline on Burl Ives and Andy Williams, there are no fit issues at Christmas, and no reasons not to play a great-testing song of holiday goodwill. Consider it your holiday gift from Edison.

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Why Businesspeople Love Podcasts

In fact, 23 reasons why. Jay Baer has put together a compelling (and exhaustive!) infographic on the power of podcasting for businesspeople and marketers, including some of our very own statistics. We at Edison are celebrating a decade of Podcast Research, and we can’t wait to add to this infographic in early 2015!

 

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How Effective Is In-Taxi Video?

That’s just the sort of question we love to answer here at Edison Research, so we devised a study to find out. Among the eye-opening results: 82 % of riders surveyed said they are likely to seek information about the products and services they saw advertised. More about our work for Creative Mobile Technologies on the effectiveness of ABC’s in-taxi programming can be found here.

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Why Podcasting Is Bigger Than You Think

In Edison’s recent edition of our Share of Ear℠ study, we released a graph showing that nearly 2% of the total time spent listening to audio was devoted to podcast listening. There were some who may have seen that figure and thought it small. It is not small. Certainly, as a “share” of audio, you can compare it to the share of a popular television show and see straight away that we are talking about significant consumption. But we also have to look at the fact that podcasts are not consumed by 100% of Americans (even if they were, by the way, a 1.7% share of audio listening would still be remarkable). In fact, if we deduct the persons from this statistic who don’t listen to podcasts, we get a very notable figure indeed.

I investigated that exact figure in this, our first-but-hopefully-not-last Five Minute Webinar: Why Podcasting Is Bigger Than You Think. Give it a view!

Also, here is the Share of Ear℠ graph, based solely on podcast listeners:

podcast share of ear