"One last listen to the 2013 Holidays" (report) serves up one final piece of Christmas pie and makes it clearer why upper-demo targeted radio stations post such astronomical shares each December.
Overall terrestrial radio listening appears to be going down in PPM measurement during the same period, so it seems that getting a bigger slice of a smaller pie is at least part of what's happening.
I have used these charts before and I apologize for trotting it out again, but it's a good time to ponder how country radio users felt about the tactic seven years ago.
Back in 2005 and 2006,
Edison Research did a massive national online database study for Country Radio Seminar and asked country
listeners about it.
Kansas City in 2013 was a case study of what we may see more and more of in 2014. The older-targeted country station was up after jingling musical bells, while the other two - targeting under 45 - were also both up and ranked in the market's top five, by carefully not doing the same thing.
As that 2005-2006 study showed, the decision for country programmers on whether to cavort with elves and Santa's helpers or not has always been a difficult one, but it's going to be even tougher - and important to know who else is going to do it - in the coming year.
LES WAAS: MORE THAN JUST THE MISTER SOFTEE JINGLE CREATOR: His Thoughts on Today's Ads Plus Three Take-Aways For Better Creative - Like most of us in the business, you have my attention when you start talking about "creative" and about the people behind the work. So it was predictable ...
3 days ago