If your goal is to lower your levels of phantom cume and you're not a PPM market, how do you find out how much lost listening you have now?
1. Conduct a phone survey that includes an open-ended question asking "what's your favorite radio station?"
2. Then, later in the same survey, ask all of the target listeners to choose their favorite radio station from an aided-recall list of all the stations you compete with.
3. The difference between the percentage of the sample to name your radio station on an unaided basis and the ones who choose you from the aided list is a good indication of your phantom cume.
Once you have that number you can test various ways to improve your "top of mind memorability" and redo the same survey several times annually to see what works.
Improve your unaided recall and you will increase your ratings.
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8 months ago