Recent Publications:

Ordered by most recently published.

• • State of Sports Media 2024
    The third annual report on the state of sports media across all channels, including radio, tv, digital, social and more.
    Read More
  • State of Media 2024: Video Sales Deck
    A downloadable PowerPoint deck with video findings from our State of Media 2024 report, showcasing broadcast television’s resilience and continued success, and ready to be used in your Sales team’s next sales deck!
    Read More
  • State of Media 2024: Radio Sales Deck
    A downloadable PowerPoint deck with radio data from our State of Media 2024 report, showing the strength of radio, and ready to be used in your Sales team’s next sales deck!
    Read More
  • State of Spanish-language Media 2024: Video Edition
    This whitepaper focuses on Spanish-language video media, including local and national news.
    Read More
  • State of Spanish-language Media 2024: Audio Edition
    This whitepaper focuses on the unique aspects and developments within Spanish-language audio media.
    Read More
  • State of Media 2024
    Our flagship report offers a broad overview of the media industry, highlighting key shifts and emerging trends across various platforms.
    Read More

Coming Soon:

More to be announced shortly!

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We strive to keep you informed and ahead of the curve with our ongoing research and insights. Bookmark this page and check back regularly for the latest updates.

The post Latest Research appeared first on Crowd React Media.

Ask yourself this question when listening to or watching spoken word programming: How much of the presentation is truly compelling, and how long do you have to wait for the impactful content that will generate a reaction and keep the audience engaged? The numbers do not lie; attention spans are at an all-time low. When someone starts listening or watching, you have only 6 to 8 seconds to connect with the audience. After that, they will decide to stay or go elsewhere.

What does this mean for 2024? Here are some goals that give content creators the best possible opportunity to drive interest. This approach works for all forms of content, regardless of the platform. Consumers have all the leverage, as they will not tolerate mediocre programming, whether it’s a podcast, a radio show, or a television program. There needs to be a commitment to immediacy.
• As soon as the presentation starts, get right into the main topic of conversation. We live in an on-demand world, and every day the audience wants to experience a presentation focused on their interests. They do not want the talent to waste time talking about nothing.
• “Play the Hits” — What does this mean in today’s world? No matter the platform, consumers are waiting for the content they want. If you are listening to a podcast about medical treatment, you do not want to hear unrelated discussions. If you are listening to a sports show on a local radio station, the goal should be to deliver as soon as the segment starts. With breaking news on television, the consumer wants the information as soon as they decide to watch. The consumer will not wait for what they are looking for.

The challenge lies in balancing all of this to present truly compelling and informative content that will resonate with the audience. Content Discipline can be a real challenge. In broadcast radio, we have spent a significant amount of time focused on the “5 minutes” needed for quarter-hour credit. Getting anyone to listen or watch something for 5 minutes inside a quarter-hour is more demanding than you may realize. People get distracted easily, which is part of the challenge in connecting with consumers. It is crucial that talent and production staff understand this as part of the overall process of delivering compelling programming. The metric of 5 minutes to get credit is applicable for all platforms and is a good way to keep everyone focused.

One remarkable observation is that many talents do not listen to or watch their presentations. I have been conducting talent feedback sessions for years, and it is sometimes remarkable to see the look on their faces when they hear or see themselves for the first time. Athletes consistently review videos of their performances, even during actual sporting events. If a talent is truly committed to delivering great content, they will be their own best evaluator. I have often heard talents say that the content was not as relevant as it needs to be, or it was boring, or it did not deliver a payoff. It is all about who truly cares about what is being presented. The more we can take the time to review our work, the more there is an opportunity to improve the presentation and connect with the audience.

We live in a world of urgency. With attention spans so short, we cannot do things the way we used to. There are just too many places to get the programming that consumers are looking for. It is all about packaging and giving the impression that if you stop watching or listening, you are going to miss something truly interesting. The words urgency and anticipation have never been more critical for content creators.

Key Takeaways:

• Consumers have more choices than ever! Focus and discipline are core strategies in producing content.

• Attention spans are at an all-time low.

• As soon as the presentation starts, get right to the good stuff and “Play the Hits.” Do not waste time getting to the hot story/topic of the day.

• Avoid detours and distractions, as that is where you lose audience.

• Talent needs to listen or watch their presentation on a regular basis to fine-tune the presentation.

• Urgency and Anticipation are critical factors in developing audience attention.

This article includes a downloadable infographic.

Download the Mastering Content Creation: A Guide to Captivating Audiences infographic today!

The post Who Cares? – Mastering Content Creation in 2024: A Guide to Captivating Audiences appeared first on Crowd React Media.

Do you get it? Do you truly understand what this is all about? It’s all about making sure you are doing everything you can to build a sense of urgency and anticipation for your audience. The audience has a very low tolerance for mediocre content. When bored, the consumer will change the dial position on the radio, turn off the TV, surf to another website for different audio, or maybe decide to play a game on their mobile device.

Your menu of ingredients to tell stories!

In sports radio, there are the comments of the hosts on every show. There are callers who get on the air and offer their opinions. You also hear interviews with sports newsmakers and experts. Add in some audio sound from the big post-game interview or a play-by-play cut from a major football game. You can also add in some background music and maybe some sound effects for extra added impact. Sounds good? It can be, or if not presented in a compelling delivery, it can mean an instant tune-out by the audience. Every segment today must tell at least one story and possibly two! To be successful, you need to give the audience something that they cannot get anywhere else. When preparing a content menu, consider the following:

■ The Payoff to the Audience: Does the content play to the BROADEST SET of the audience? Did you learn something new today by listening to this talent? Is the talent able to tell stories?

■ The Five Minute Rule! Why is the guest being interviewed on your station? Are the questions being asked interesting to the audience? Does this guest meet the criteria to be on YOUR station for more than 5 minutes? How long before you would decide to tune out of the interview and go somewhere else? If the answer is less than 3:00, you need to rethink if this person should be on the air and how long the interview should be.

■ The Re-Set! Does your talent and production staff understand how important it is to NEVER ASSUME? Does your talent explain to the audience on a regular basis what they are talking about and who they are talking with?

■ Sense of Urgency! How quickly does the talent get to the point and set up the segment? The message from the consumer is simple… Don’t waste my time!

■ First Impressions: What is the first thing that comes to mind when you hear the content? Do you want to hear more? Are you excited about who you are listening to?

■ Likeability: Ask yourself this question when listening to sports radio – do you like the person you are listening to? Would you want to sit down and have a beer with this person? Do you think the audience would like to do the same? When was the last time you smiled when listening to this person on the air?

“Teaching and coaching” must be part of the fabric in how you are able to impact the presentation of audio content. Of all the things you do, listening and focusing on the content are one of the most important priorities you can have. Even more important than listening to the content is offering feedback to the talent and production staff, on a consistent basis. Understand how the audience uses our content and take that information to your talent/producers so that they can generate great ratings. Times have changed, and we can no longer afford to let mediocre content on the air. Every day there are new listeners who are checking out your content for the very first time. First impressions really do matter as it can be the difference between someone being a P3, P2, or a P1.

The post Urgency & Anticipation – Setting the Stage for Great Content appeared first on Crowd React Media.

Above is an interview with Katie Miller conducted by Scott Masteller in June of 2023.

This is the first video in the CRM Interview Series which will be conducted by Scott Masteller with all of the team members of Crowd React Media, a division of Harker Bos Group.

This interview covers the importance of media research, the lifespan of a media research project, and how research provides a return on investment.

The post CRM Interview Series – Katie Miller Interviewed by Scott Masteller appeared first on Crowd React Media.

Part of my experience as a programmer has included developing content around NFL teams. In the NFL, the great coaches are highly skilled at developing teams that can win big games. But they are also highly successful in building future leaders. One is only as good as the people he/she surrounds themselves with.

Let me ask you this question.  What do the following head coaches in the NFL have in common?

• Sean McDermott – Buffalo Bills
• John Harbaugh – Baltimore Ravens
• Ron Rivera – Washington Commanders
• Todd Bowles – Tampa Bay Buccaneers
• Doug Pederson – Jacksonville Jaguars

All the above current active coaches are part of the coaching tree of Kansas City Chiefs head coach Andy Reid.  There are others who have also coached with other teams.  This says volumes about the impact that Reid has had on others.  It is no coincidence that so many talented coaches have achieved success in Reid’s system.

How does this apply to content development?  To me, being a Program Director is a subjective process. Much like a football coach, every programmer has a playbook.  Over the years, my approach has evolved and become more sophisticated.  Much of what I used as a content leader/coach is based on what I have learned from some remarkable leaders in the radio industry.  Whether a General Manager, a consultant, or PD’s I worked with there are always learning opportunities.   With all that experience I learned about teamwork and collaboration. It is all about building a culture that empowers everyone to contribute to the organization.

When you develop coaches internally, two different things may happen.

First, when someone decides to part ways with the company, you automatically have great candidates for the open position.  If you have been developing coaches internally, there is someone who already understands the content playbook and the transition can be very smooth.  I had a situation along those lines a couple of years ago, and when the Assistant PD that we were working with decided to move on, it was great to be able to promote from within with someone who already understood the position and our content.

Second, when you develop leadership internally, there is an eventual desire by many to elevate their career to the next level.  This is part of the process, which is why there must always be a system of succession planning, to make sure that the organization continues to achieve their goals despite employee turnover.

Nothing gets me more excited than to see someone I have worked with develop into a leader of other organizations.  There are many I have collaborated with that have evolved, and what is outstanding is with their success they will help others get to the next level of achievement. Take the time to build up the confidence level of those you work with. Get them ready to take on more responsibility.  Coach your coaches on how to communicate and make an impact on others.  Our industry needs a new generation of coaches that have a playbook of their own.

Key Take-Aways

• Surround yourself with people who could replace you.
• Every programmer has a playbook that evolves over time. Share your wisdom with others so your organization can succeed.
• Developing coaches internally helps in succession planning.
• This is an ongoing process as there is always the scenario where a value leader moves on to another opportunity.
• Build the confidence level of those you work with. For the long term, this is about a new generation of coaches for the future!

The post Succession Planning and the Coaching Tree appeared first on Crowd React Media.

Successfully hosting a popular program is one of the most challenging yet rewarding experiences on-air talent can have. Every person who steps into a studio does so dreaming of success and popularity, yet fearing failure.

The best talent thirsts for feedback on how to improve which is why one critically important job of a programmer or content creator is to help air-talent grow and improve their shows. The best way to do that is to listen to the talent, share your thoughts, and offer suggestions.

That much is obvious and most program directors try. The problem is that too often the feedback is critical and negative. Rather than encourage and motivate the feedback ends up discouraging and demotivating the talent.

Rick Scott, a brilliant sports consultant, taught me many things during our time together and one of the most important things he showed me was how to deliver feedback.  I learned there are many ways to help the on-air talent improve their presentation.  There is no one specific way to give feedback to a talent.  Each host is unique in terms of how to make a positive impact.

During my time at ESPN I coached many highly talented people with a wide range of backgrounds. Some had experience as a sports player or coach.  Others had a more traditional media background, having worked in radio and television. I learned that every person was different, and there was no cookie-cutter way to communicate with on-air talent.

You need to get to know your talent and how best to communicate with them. Some hosts want the one-on-one session in an office with the door closed.  Others like a session away from the office where they can be more comfortable.

Positive reinforcement is critically important. Positive feedback should predominate. Talent learn much faster when you tell them what they did right rather than what they did wrong.

Never pass on the opportunity to stick your head in the door or pull a person aside and let them know you really liked what they just did.

The most difficult conversation you will have with talent is regarding problems. How you deliver a negative or critical message is critically important.  The way you deliver the message may help a talent grow, but delivered the wrong way could create uncertainty and doubt. Be frank. Talent often knows more about negative news than you think. If the talent needs to make significant changes to the show emphasize the opportunities and possibilities rather than dwell on the negative.

The bottom line is that teaching, coaching, and giving feedback are critically important for the success of the product.  Skillful teaching, coaching, and feedback separates great leaders from others, and it is the key for turning good hosts into great hosts.

Research is an important part of this process.  Understanding the needs and wants of your audience and sharing that information with your talent is the first step in teaching them how to  improve their show. Research can also be used to explain why some show elements work better than others. It softens the blow if you feel something a talent does doesn’t really work.

The skill and talent of your on-air staff is a key resource to build audience loyalty.  The development and growth of your talent improves ratings and that in turn grows revenue. It’s a resource that needs careful nurturing, but one that can pay dividends properly done.

Key Points

• Feedback is essential in the development of on-air talent.

• Listening and watching is a critical responsibility for programmers.

• Always be honest with the talent if you were unable to hear/watch. Offer to review the content and then offer feedback.

• The feedback process should be tailored to the individual host you are working with. There is no cookie-cutter approach that works for everyone.

• Knowing when and how to deliver tough messages can be a major difference maker.

• Research is a valuable tool in helping programmers develop coaching strategies as the information gathered will help the talent achieve success.

The post Be A Coach Not a Critic appeared first on Crowd React Media.

Like most jocks of the day I recorded every show on a cassette skimmer and reviewed each one on almost a daily basis.  Some days I thought I was good, other days not so much. In those early years I had to be my own coach. My Program Director would offer sporadic feedback from time to time but I gained more from just listening each day.

In 1982, I met my future wife, Carol, at a station event.  She was a broadcast major in college so we shared a love of broadcasting and similar career aspirations.  Over the years, I have never had a more supportive person of my career goals.  She was my biggest fan and at times my biggest critic.  There were days I would go home after hosting a talk-show and she would tell me I was good enough to work anywhere. But she wasn’t afraid to tell me when things didn’t go well and I struggled. And she was always right.

As I moved from one market to another I had the opportunity to work with some amazing people who pushed me to get better.  As I was still an on-air programmer, I continued to fine-tune my on-air presentation.  One of the biggest breaks of my career was building a relationship with sports consultant Rick Scott.  Rick is a brilliant mind and he taught me what it takes to be a great on-air talent and programmer.  The feedback I received was indeed a breakthrough for my career.

As I transitioned from on-air talent to talent mentor Rick helped me understand the importance of carefully listening to hosts and offering feedback to talent in a professional and supportive way.

In Part 2, coming out tomorrow, I’ll share what I’ve learned and explain the importance of coaching and feedback to help your talent achieve their full potential.

The post Lessons from a Career Behind the Mic appeared first on Crowd React Media.

The challenge in 2023 is that attention spans continue to decline.  The consumer is in charge and makes decisions as soon as they start listening or viewing content.  Many studies show that we only have 6 to 8 seconds to make an impression on the consumer. Pair that with the fact that in spoken word audio the listener is usually multi-tasking while engaged in the content.  Audiences can be distracted at a moment’s notice. This makes the whole process of hosting a live show even more challenging.  The listener is always in search of content that is interesting and compelling…they have no patience and will change the station in short order if they do not like what they are hearing.

The good news is that if the talent can relate to the audience, there is a real opportunity to create shows that are magical and audience want to listen to every day.  I have seen it happen where the host of a show can make his/her program a destination for listeners daily. I have sat in focus groups all over the country where the devoted listeners of spoken word shows, talk in-depth about why they cannot wait for their favorite personality to be on the air. There is a sense of anticipation for the next show.  The great talent embraces that, and as soon as their program starts, they deliver with the content that will pay off.  They do NOT waste time…..they do not go through a laundry list of what they are going to talk about….they just get to the good stuff right away.  They never make the audience wait as they know that is how you lose listeners. This is critical because we know with ratings you must have 5 minutes of consumption inside a quarter-hour to get ratings credit.  Getting anyone to listen for 5 minutes is a huge challenge in the current environment.

As a long-time programmer and a former air-talent, I have always been a believer in content monitors.  I find it to be one of the most effective exercises to truly evaluate where the content presentation is strong and where there is opportunity for improvement.  Whatever your role in the creation of content, make it a priority to sit down and listen intently to the programming that is being produced.  Take notes and celebrate the good stuff, while at the same time constantly looking for ways to better connect with the consumer that has a limited attention span.  By digging down deep into the presentation you will get a sense of what works and where changes could make things even better.  This is not about finding out what is wrong. This is about seeing what works best in connecting with the consumer. The consumer wants to find a destination to go to every day for great programming, so provide it for them.

Key Takeaways

• Distractions are everywhere and attention spans are short. Keeping the audience engaged is a major challenge.
• The programmers and talent should:
  • Play the hits
  • Be succinct and to the point
  • Deliver payoffs
  • Stand out from the crowd
• Do content monitors. They are effective exercises to evaluate what content is strong and where you can improve.

Watch a short clip of Scott and Sean discussing short attention spans and how they have impacted the media industry below, or watch the full interview here: https://youtu.be/cIFhWxmkSsQ

The post Diminishing Attention Spans: Implications for Media Content appeared first on Crowd React Media.

Durham, NC, January 11, 2023 – Crowd React Media, a division of Harker Bos Group, is happy to welcome Scott Masteller as a Sports Consultant. Crowd React Media, which specializes in Sports Media and Sports Betting research, is pleased to bring Scott’s 40+ years of sports media experience and expand our portfolio.

Masteller has worked in broadcasting since the mid-70s. His broadcast work includes 14 years with ESPN as Program Director for ESPN in Dallas, TX and time in Bristol, CT doing programming and affiliate relations for the ESPN Radio Network. He has also worked with ESPN Deportes on talent coaching and more. Most recently, he spent over 7 years Program Director of WBAL NewsRadio 1090 and FM 101.5 in Baltimore, MD. He continues to remain involved with the station, working on their sports partnerships and assisting with talent coaching.

Glenda Bos, co-founder of CRM, said “I’ve been working with Scott for over 20 years. He brings a wealth of experience that our clients will benefit from. Welcome Scott, we look forward to working with you.”

Crowd React Media provides cutting-edge research and consulting in the rapidly evolving marketplaces of Sports Media, News Media, and Television. We cut through the noise with careful research and uncover fixed constants in a sea of inconsequence.

The post Scott Masteller Joins Crowd React Media as Sports Consultant appeared first on Crowd React Media.

Economic concerns proved to be top-of-mind for NC voters.  49% of those surveyed by Crowd React Media stated that Economy/Inflation was their most important issue, substantially higher than issues like Healthcare and Abortion/Reproductive Issues (36% and 34%, respectively).

This week, carrying on with our November political survey results, we will dive into the media habits of registered voters in North Carolina, placing emphasis on local TV news stations in the metropolitan areas of Charlotte and Raleigh-Durham.  Also, we will be charting their local TV news preferences with the candidates they voted for in the 2020 election.  We want to demonstrate our ability to track voter preferences and attitudes, with their unique behaviors as media consumers.

To get us started, we asked registered N.C. voters which Presidential candidate they voted for in 2020.  Let’s look at what we found below.

Graph (below): Which Presidential Candidate did you vote for in the 2020 General Election? (Raleigh-Durham vs. Charlotte)

Among those surveyed, 56% in the Raleigh-Durham metro went for Joe Biden over Donald Trump (42%) in the 2020 General Election.  Charlotte skewed slightly more towards Trump at 51% to 49%.  This is a macro snapshot of the major NC metros.  However, when apprised of the local TV news affiliates preferred by those surveyed, we were able to be more granular in our analysis.

2020 Presidential Election

Here are how viewers of respective local TV news affiliates in the Raleigh-Durham metro voted in 2020:
Graph (below): Which Presidential Candidate did you vote for in the 2020 General Election? (Raleigh-Durham TV Audiences)

Above represents the primary local TV news affiliates in the Raleigh-Durham metro: WRAL/WRAZ (NBC/FOX), CBS17, ABC11, and Spectrum news.  WRAL had a sizable tilt towards Biden at 65% to Trump at 35%.  CBS17’s audience largely preferred Trump 57% over Biden 43%.  ABC11 is roughly even in its voter allotment, with 48% having voted for Biden to Trump’s 52%.  Spectrum, like WRAL, swings heavily towards Biden voters, at 61%.

As for the Charlotte Metropolitan area, here are our findings:

Graph (below): Which Presidential Candidate did you vote for in the 2020 General Election? (Charlotte TV Audiences)

The major local TV news affiliates are represented by WSOC (ABC), WBTV (CBS), WCNC (NBC), Queen City News (FOX), and Spectrum.  WSOC and WCNC were split in their 2020 candidate choice.  WBTV (CBS) and Queen City News (Fox) had a marked preference for Donald Trump among their viewers (57% and 65%, respectively), whereas Spectrum news had a big Biden lean in its viewership.

2022 Senate Race

Now let us take a look at the 2022 Senate race in North Carolina.

Here are how viewers of respective local TV news affiliates in the Raleigh-Durham metro voted in 2022 Senate Election:

Graph (below): Who do you plan to vote for U.S. Senator in the 2022 North Carolina Midterm Elections? (Raleigh-Durham TV Audiences)

Above represents the primary local TV news affiliates in the Raleigh-Durham metro: WRAL/WRAZ (NBC/FOX), CBS17, ABC11, and Spectrum news.  WRAL was split between Beasley at 43% to Budd at 45%.  CBS17’s audience was also divided between Beasley at 46% to Budd at 48%. ABC11 had a shift towards Beasley with 48% vs. Budd’s 38%.  Spectrum, like ABC11, swings heavily towards Beasley voters, at 51%.

As for the Charlotte Metropolitan area, here are our findings:

Graph (below): Who do you plan to vote for U.S. Senator in the 2022 North Carolina Midterm Elections? (Charlotte TV Audiences)

Beasley led WSOC (48%), WCNC (58%) and Spectrum (51%), whereas Budd was the winner at WBTV (57%), and Queen City News (78%). The only station that did not have undecided and/or third-party voters was Queen City News.

Be sure to read next week’s entry as we dive into the core interests and issues of local tv news viewers in the Raleigh-Durham and Charlotte metros.  Thanks for reading!

• Study conducted in early November, 2022.
• 250 Registered North Carolina Voters Ages 18+

The post Recent NC Elections by TV Station Viewership appeared first on Crowd React Media.