Two “Must Haves” To Be #1
Arbitron released a study recently on the key indicators of highly rated PPM stations. They surveyed stations in 48 markets and most every format. The gist is that the dominate #1 stations in PPM have a high DAILY CUME and a high number of LISTENING OCCASIONS (getting people to listen more often is more important than listening longer). So, yes you need more listeners to listen more often in order to be #1. I’ve read some blogs who’ve dismissed this as far from enlightening. Bully for them.
As a programmer it gives me more of a focus to dig deeper. (I’ve changed days of week and actual numbers for competitive purposes). My GM and I decided to look at these key indicators closely. We took a 6-month look at each day of the week to see where we are performing the best and worst (based on DAILY CUME for listeners who spend 1:00+ daily with the station). It opened our eyes to new opportunities. We knew our weekends were vulnerable, but we didn’t have a clear sense of how negatively it impacted the DAILY CUME on Monday. It takes a while to get those listeners to come back after we push them out the door on Friday.
We also looked at LISTENING OCCASIONS. We have a relatively high daily occasion count (about 7), but a lower weekly occasions number (about 21). That means when our P1s decide to listen to the station, they are listening and coming back throughout the day. The opportunity is we only get our core listeners about 3 of 7 days per week on average.
So now we have a better sense of what needs done. We need to convert more of P2, P3, and P4 listeners into P1 listeners by giving them a reason to come back more and more often each day of the week. And encourage our current P1s to spend more days per week with us. It involves appointment listening opportunities throughout each day (coming up today at 4:37…) and appointment listening day-to-day (coming up tomorrow at this time…). It also involves creating a relationship with these fans through facebook, twitter, and email blasts. I want all my core listeners thinking about the radio station, when they’re not even listening to the radio station. (That’s a blog entry for another day.)
This research and exercise is a great reminder for me that each minute, each hour, each day, each week is an opportunity to grow ratings. Everything we do — every topic we choose, every promo we air, every news cast, every e-blast, tweet and facebook post matters and can make a difference.