By Walter Sabo
NEW YORK — No station consulted by Sabo Media has ever had paid-for programming on the weekend. Paid-for programming destroys weekday revenue by suppressing audience and aging demos.
The core issue is that Saturday middays is the second highest Homes Using Radio daypart. By default it’s vital.
There is a little known trend indicator that reveals how vital weekends are to weekdays. In diary markets, Saturday midday is predictive of the next rating period. If Saturday midday is up compared to weekdays, the next -overall- rating period will be up. If it is down, the next -overall- period will be down.
Bart Walsh, a very smart radio manager (formerly WKYS-FM, Washington, DC) taught me that.