Secrets of PPM
PPM is about four years old and we continue to learn more about how to use the insane amount of information it provides and what strategies to use to maximize ratings. Inside Radio and Research Director Inc. just released a new study on PPM based on the top 30 markets. Research Director Partner Charlie Sislen talked to LarryGifford.com about the study (click here for the full study) and he provides strategic tips for programmers who are struggling in this new world.
One of the findings in the study which may be disturbing to programmers of spoken word formats is that CUME is more important than was first thought. “Everybody knows in the PPM world CUME is important, but when you look at top skewing radio stations they are all really CUME and not TSL driven. We really believe it’s the P1 CUME that’s doing it,” says Sislen.
Sislen notes that play-by-play can help the spoken word format draw in CUME, but it is not a magic bullet; the success of play-by-play depends on the team and the market, and in many cases it can be a detriment. “What a programmer has to recognize is that this event is an important launching point for your radio station to recycle this audience back in. Take them from being P4s and get them into regular listeners. Give them a reason to come in to the other day parts and give them a reason to come back the next day, the next week, some time outside of that play-by-play.”
So how can you win with PPM? Sislen offers the three “C’s” for talk hosts;
“If you’re not crisp, concise and compelling and you’re spoken word, the listener is going to go away, and the moment the listener goes away the PPM knows it.”
For programmers, Sislen stresses the importance of building occasions. “For sports, to put it in perspective, the typical P1 spends 6:44 with the radio station (per week). You get four more occasions (of at least five minutes within a quarter-hour) from those people that 6:44 has gone to 7:44. That’s massive. We’re just talking about your P1s and we’re getting them to come in just four more times in an entire week.”
The other hot issue is clocks. How many spots are you running and where are you running them? Some suggest two breaks per hour straddling the top and bottom quarter-hours and Sislen doesn’t disagree. “In a vacuum, absolutely that’s true. However, we don’t live in a vacuum and the spoken word is different than a music format and you’ve got to know what your competitions clocks are. Study your clocks and make sure you understand the rules that you need to garnish to get credit for a quarter-hour.” Once you figure out your competitors clocks, Sislen says you should be going into content when they go into commercial break. It’s that simple.
Listen to our entire conversation, including the importance of marketing your show and station, how buyers and sellers still need more education and what’s next for PPM.