This online database "perceptual" question was done by an A&O client in a PPM market. Now that they've identified the best marketing prospects for their morning show to email relevant listening appointments in their database, it will be fascinating to a) watch what they do that impacts daily regularity among these folks and b) if PPM is able to pick it up as well.What percentage of the people in your loyal listener database listen to the radio every weekday morning?
If you managed to get the "lighter" radio users to use radio more regularly, would that have an impact on your cume?
They're in your database. What more can you do to impact their lives on a daily basis?
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When KPWR, Los Angeles jumped to a fifth place 4.0 in the February monthly — setting a station 6+ PPM record — Emmis VP of programming and “Power 106” PD Jimmy Steal took it all in stride. After all, the storied hip-hop brand had been on what Steal calls a “ratings rock star ride” throughout the first half of last year, that is until the Lakers NBA championship games and the World Cup series distracted some of its 18-34 year-old audience.
“When ratings spike really high for us or we hit a valley, we don’t overreact,” says Steal, who has been with the station for a decade. “We’re very consistent in presentation and personalities.” That consistency
has paid off.
Steal subscribes to the Coleman philosophy of balancing moment-by-moment on-air execution with doing all those things that build a strong, memorable brand.
So Power airs long music sweeps, keeps jock raps brief and is arguably more pop than most rhythmic CHRs. But it hasn’t forgotten what made it synonymous with hip-hop, such as hourly mixes by DJ E Man’s Mickey Fickey Mix from 5pm-9pm, DJ Felli Fel spinning all new tunes weekdays at 2pm and a stable of personalities that make it L.A.’s party station.
Social media help turn up the juice for Power 106. Like other broadcasters, Emmis has invested resources to get to know its audiences better and to give them what they want — both on-air and off.
“We’ve realized that we have one massive audience but there’s a bunch of different audiences within it,” Emmis VP of programming Jimmy Steal says. “Social media has given us the opportunity to segment and super-serve those audiences without cluttering up the air. That way we can establish and maintain a relationship with the people that consume our brand.”
In addition to interacting with the station and its personalities, its Facebook page provides access to
videos from “Big Boy’s Neighborhood” and the station’s Power 106 At Your School promotions.
Through its Power Club and text alerts, it’s currently giving away such prize booty as trips to a big spring break party in Las Vegas, starring Jay Sean, Baby Bash and Dev. Morning man Big Boy joined the hosts of TV morning show “Good Day L.A.” as judges in auditions for “The X Factor,” Simon Cowell’s new singing competition which premieres on Fox this fall.
Benchmark station concerts Powerhouse and Cali Christmas also help keep KPWR dug into the community.
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