Thursday, June 26, 2014

Success

Now that PPM has proven the average radio station’s highest usage daypart is afternoon, it’s not possible to simply judge a morning and midday personality by their daypart's ratings alone.
  • Does morning drive attract enough early morning cume recycle their audience into midday and afternoon?  (folks tuning to radio at home before 7 am, listen several hours per day more than the average person - who now starts their day at home with television and only turns to radio when they get in the car, so those very early radio at home listeners help the station all day)
  • Does your morning audience grow after 8 am, as listeners arrive at work?  (many do not, as a station's cume switches into at work station mode)
  • Does the midday talent take whatever cume given to them in their first quarter hour and avoid dips in their quarter hour by quarter hour and day by day audiences (that requires an understanding of the best places to put the stickest content)?
A morning show and midday host is successful when they not just beat their competitors head to head, but when a large percentage of the cume audience is actually returned to the station for the next day part.

Evenings and overnights must do the same thing for the next morning show's audience.

Listener retention is about both eliminating irritants and entertaining content, acting like a user magnet in every minute.

That is how we must attack our success.

1 comment:

Dave Martin said...

Bravos, Jaye! Good post. As Drew always preached to us "Always be giving them reasons to keep listening and reasons to come back."