Tuesday, December 11, 2007

Mr. Chesney Goes To Houston. KILT and KKBQ Listeners Go To Mr. Chesney.

Kenny Chesney’s latest album went on sale across the continent at midnight on September 10, 2007. Since Houston is a strong sales market, the BNA artist previewed the LP and visited with listeners of the two Houston country stations playing current music for an hour each the afternoon before the on-sale date. Both stations invited a room full of fans to come in to see the event live in their pre-promotion and KILT’s Rowdy Yates talked to the superstar and played his music from 2:45-4:30 pm and then KKBQ’s Cactus Jack did the same, starting with a sweep of eight of Kenny’s biggest hits building up to the in-station visit from 4:15 to 6:15 pm.

Arbitron’s PPM currency sample in Houston, which estimates the minute by minute movement and station choices of radio listeners throughout their day 24/7 combined with the technology of Media Monitors, which can produce a minute by minute log of almost everything (they missed a few of the non-hit album cuts played during this period) and also an audio online playback (which didn’t miss a thing) makes an evaluation of what the stations did with the opportunity and how the PPM sample country listeners responded possible in ways which have never been possible previously.

On Thursday at Arbitron's Annual Consultant'f Fly-In, and then on Friday at the Country Music Hall Of Fame in Nashville during Country Aircheck's PPM Seminar, I will be drilling into the data to answer some key questions:

· How did these specific hours compare to the average afternoon drive hours (at the same time) on these stations?
· Was it better to have Chesney first or last?
· Before the drive home at the end of the workday?
· Or, while listeners were in their cars on the way home?
· If you couldn’t have the artist first, was it still worth doing?
· Was this a good thing for BNA Records, KILT and KKBQ to do?
· Is there anything Rowdy and Cactus Jack can learn for the next time something like this comes along?
· How did commercials and other ‘interruptions’ in the event perform?
· Could the stations charged a premium for them?
· What percentage of the two stations’ total audience during this time period changed stations when Kenny Chesney went from KILT to KKBQ?

A&O has carefully studied the audience flow using ARB PPM data and the tools provided by Media Monitors at granular levels never available to us before and I’m very confident that we have what seem to be very reliable answers.

Click here for our notes from the presentation (including our answers to those questions)

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