Tuesday, October 28, 2014

There Is No "Average Country Radio Station"

It's never a good idea to program your radio station using "national average" research trends.

A few years ago, A&O&B asked the listeners to almost all of our client stations:

Just for fun, I went back to that study and pulled out the local data for the ten top-ranked morning shows in their local ratings.  No two of them mirrored the averages.

The one with the highest "DJ's" score's audience (24.41%) gave music 13.95% and "both" 61.65%.

The one with the highest "music" score (23.89%) had 16.38% DJ's and 59.73% "both."

The one with the highest "both" score (71.56%) had 16.64 primarily "DJ's" and 11.8% "music only."

All ten of these top-rated stations' listeners rated "DJ's" as more important than the average of the total sample, however.  Only one of them had "music" rate higher than the national average.

I'd say that would make the odds about nine to one that you won't win in the morning in the country radio format without great personalities who your listeners rate far better than "national average  personalities," but like any good coach you need to adjust the percentages you emphasize based on the caliber and mix of talent on your lineup.

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