Tom Taylor "Now" passes along a gem from Nielsen Client Conference/Jacobs Media Summit in Baltimore, Media Monitors President/CEO Philippe Generali's analysis of the mScores of 2013’s biggest songs. The measurement visually indicates whether a particular tune, gauged against PPM reports, is keeping listeners or not.
Compared to the other formats country competes with new songs appear to have a slower adoption curve and they seem to burn out faster.
The averages of all country format tunes mScore followed in 2013 peaked in appeal after 31 weeks of play but then seem to rebound as they moved to recurrent categories and ultimately decline as usage-drivers.
Among the country hits tracked in 2013, Darius Rucker’s “Wagon Wheel” is what Generali calls "a record company’s dream."
* Listeners to Christian contemporary stations were the most interested in new songs in the first weeks after they were introduced on their local stations. After that, the songs’ mScores get much less “sticky.”
* For rhythmic CHR, the real hit songs tend not to burn for quite a long time. But Generali’s advice was for mainstream (not rhythmic) CHR was “use caution.” That fits other recent research about the desire of top 40 listeners to stay current and seek the “new.”
* In the regional Mexican format, the mScore line is steady – if they like it at the beginning, they continue to like it.
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