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Q: what is NTR/NBD ( Answered,   1 Comment )
Subject: what is NTR/NBD
Category: Business and Money > Advertising and Marketing
Asked by: lorenzo123-ga
List Price: $2.00
Posted: 17 Feb 2005 20:30 PST
Expires: 19 Mar 2005 20:30 PST
Question ID: 476365
what is NTR/NBD as it relates to the radio/communications industry?
Subject: Re: what is NTR/NBD
Answered By: denco-ga on 18 Feb 2005 14:58 PST
Howdy lorenzo123-ga,

NTR stands for "nontraditional revenue" and the Radio Ink web site has a
good example of a NTR source for radio stations.

"It seems that, just yesterday, we were hearing the hot new buzz about
NTR (nontraditional revenue), but only after a few very bright Radio
groups had quietly raked in millions for a couple of years, before their
secret got out.
The Internet is the biggest windfall of NTR that Radio has ever seen, and
nobody knows it."

The Radio and Internet Newsletter (RAIN) has an interview with Clear
Channel RadioInteractive VP/General Manager John Martin on NTR marketing.

"The key to success this year has been local sales, he said. 'That's
working well for us in markets that have a good Web or NTR (nontraditional
revenue) infrastructure ...'"

NBD stands for "negative binomial distribution," which is a model used to
figure out which people are listening to what commercial, etc. at what
time, etc.  The ACNielsen Australia web site has more on NBD.

"The latest version, developed after extensive research and approved for
use by the Federation of Australian Radio Broadcasters (FARB), incorporates
the Negative Binomial Distribution (NBD) model, accepted in many countries
as the benchmark for assessing audience listening patterns. The nature of
the NBD model allows for variations in airtime schedules including change
of stations and different spot weights by week in a campaign period."

The Broadcasters' Audience Research Board (BARB) web site is more to the

"Negative Binomial Distribution - a probability model used in the calculation
of reach and frequency for commercial spot schedules."

As one might suspect, a full discussion of the negative binomial distribution
model is beyond the scope of the question, but my third search strategy below
provides some technical reading on the subject if you need it.

If you need any clarification, feel free to ask.

Search strategy:

Google search on: NTR NBD

Google search on: NBD radio

Google search on: "Negative Binomial Distribution" listening OR viewing

Google search on: NTR nontraditional

Looking Forward, denco-ga - Google Answers Researcher

Clarification of Answer by denco-ga on 18 Feb 2005 21:42 PST
Howdy lorenzo123-ga,

My colleague markj-ga makes a good point (thanks!) that NBD could stand for
"new business development," and most probably does in my first reference that
appears above.  More from the Radio Ink article.

"Radio eventually caught up, feverishly adding NBD/NTR departments. The early
birds, however, got the worms, and their advantage continues."

Here is a job listing on EntertainmentCareers.Net for such a position.

"Legendary Radio Station K-EARTH 101 FM is launching a New Business Development
Sales Team.
Accepted candidates primary responsibilities will be to develop direct retail,
direct manufacturer, and direct vendor business."

If the acronyms are being mentioned in close conjunction as you have them, I
would have to agree that markj-ga's suggestion is the more accurate one.  If
someone was using NBD in a purely radio marketing reference though, it could
be a flip of the coin on what they are referencing, especially if they are
talking about demographics and listening patterns.

You could always dazzle someone in the radio industry by asking them if they
mean "negative binomial distribution" or "new business development" when they
use the acronym "NBD."

Apologies on the confusion.  FWIIW (for whatever it is worth), there are too
many acronyms in the world.

Looking Forward, denco-ga - Google Answers Researcher (GAR)
Subject: Re: what is NTR/NBD
From: markj-ga on 18 Feb 2005 15:22 PST
Certainly Denco-ga's "translation" of NBD is a fair possibility, but
it may also mean "New Business Development":

Google Search Results: "new business development"

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