As my previous post demonstrates quite graphically, it's possible to improve your competitive position, depending on the time of day and day of the week somewhere between four and perhaps even more than 15% by understanding why your audience switches to other stations and when/why they switch from shared-cume competition to you.
It's also important to remember that PPM has helped us to see that there are four kinds of listeners which can impact your success:
1. Those who turn their radio on to you first.
2. Those who only leave you when they turn off their radio.
3. Those who switch to you.
4. Those who switch away from you.
Those first three are driven by brand expectations. Only the last one is driven by your formatics and execution.
The first two are your most loyal fans. Focusing too much on #3 and #4 means you're spending too much time catering to the least loyal listeners to you.
Since being top five in daily cume and also top five in daily time spent exposed is the primary success factor as demonstrated by PPM, you can't ignore any of those four audiences. Figure out and achieve the optimum balance between satisfying your core to get the most daily occasions/days per week regularity possible while constantly bringing new cume in as well.
MScore and PPM data are the science of that.
Achieving that proper proportion - as it always has been - is the "ART" of being a great talent or programmer.
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