By Holland Cooke
This might sound like double-talk, but heaps of audience data demonstrate that the quickest way to move the ratings needle is to get listeners who listen to your station most (so-called “First Preference” or “P1” users) to listen even more. Especially in PPM markets, where the meter hears lots of “drive-by” listening.
- As Research Director Inc. ratings analyst Charlie Sislen puts it, “Successful stations put their emphasis on improving their P1s…not their P-Nones.”
- His research demonstrates that, overall, less than a quarter of your cume contributes more than half of your Average Quarter Hours.
Thus the emphasis at stations I work with: Grow habitual use by heavy users, by doing solid radio. Every effort you make will help, especially if your robotic competitors mail-it-in.
“Wait’ll you hear THIS…”
I try not to scoff when I hear well-intentioned hosts plug something-coming-up “in seven minutes” or “at 6:53” as though listeners were taking notes. Spare ‘em the math with non-round numbers. When life’s a blur, nobody thinks they can wait seven minutes.
DO tease what’s coming up as creatively as possible. Try a question that includes “you” and/or “your.”
“Are your kids disappointed about trick-or-treating? Coming up: How you can make Halloween spook-tacular, even with COVID restrictions!”
Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of the E-book “Multiply Your Podcast Subscribers, Without Buying Clicks,” available from Talkers books (click the banner on this page). And he hosts “The Big Picture” TV show Friday nights at 7ET on RT America. Follow HC on Twitter @HollandCooke