Communication: Radio Research Consortium Offers Assistance
Independent Entity Supports Public Radio Stations
The Radio Research Consortium (RRC), a 501(c)(6) not-for-profit organisation, plays a vital role in the non-commercial radio ecosystem, despite not receiving funding from the Corporation for Public Broadcasting (CPB).
Established to enhance the understanding of audience data, the RRC delivers Nielsen audience estimates to subscribing partner stations, a service that has become increasingly crucial in the current broadcasting landscape. This data can help stations refine their marketing and programming strategies, deepen audience engagement, and potentially increase revenue.
Molly Davis, the president and CEO of the RRC, oversees the organisation's operations, which are conducted in a highly fiscally-responsible manner. The RRC's funding comes from stations and entities that sublicense the data, not from grants from the CPB.
In addition to its data services, the RRC is also expanding its training and consultation offerings. The goal of these enhanced services is to help partner stations better understand and utilise their audience data.
The RRC believes in the importance of the CPB and its role in supporting public and community radio stations. However, its advocacy efforts are focused on the needs of its partner stations, not its own funding.
Recently, the passage of the rescission package has brought about new challenges for the broadcasting industry. The data delivered by the RRC has proven to be essential in helping stations navigate these changes.
In conclusion, the Radio Research Consortium is an independent entity that operates within the broader public broadcasting ecosystem in the United States. Its commitment to its partner stations remains strong, as it continues to deliver valuable audience data and enhance its training and consultation offerings.
[1] For more information about the Corporation for Public Broadcasting, visit their official website: CPB Website
- The Radio Research Consortium's data services, which are funded by stations and entities that sublicense the data, are crucial for public radio stations as they help refine marketing and programming strategies, deepen audience engagement, and potentially increase revenue, especially in the current technology-driven broadcasting landscape.
- Beyond data services, the Radio Research Consortium is expanding its training and consultation offerings, using technology to help partner stations better understand and utilize their audience data, with the goal of strengthening their business operations in the finance sector.
