Nielsen surveys all radio markets in the fall. How can you improve your performance? Use these rules to help guide your team to higher audience levels:
Bolster your time spent listening. The easiest way to get more AQH listening is expanding the TSL. Find out what listeners want and give it to them. Do everything you can to keep these core listeners happy and listening — structure programming to keep the average listener for a longer period each time they tune in. Also, set more listening appointments by frequently promoting ahead. Give listeners reasons to tune in (or tune back in) more frequently.
Utilize forward motion… and don’t call attention to stopsets. Create programming continuity with transitions that are seamless and forward moving. Avoid “punch-out lines” that give listeners a reason to tune out, like saying, “We’ll be right back” or “Back in two minutes.”
Market the dial position aggressively. It’s what 90%+ of FM listeners know your station by, and they write it in their diary. Listeners should know your brand name; it’s your DNA. Identity and uniqueness are crucial. Make your brand a household word.
Repeat the station name and dial position often, especially in a diary market. Repetition builds recognition. Create imaging liners that sell listener benefits and reasons to listen. Promote digital listening via your website stream, app, and smart speakers.
Become #1 at work. Promote the station to people who can listen to it the longest and at locations where long listening spans occur. Promoting to the working person makes sense because those listening at work have long TSL. Create contests that reward listening at work. Many who listen at work can listen all day to your station and potentially every day they work.
Why do people tune in and listen? At most FMs, a combination of the 3 M’s – Music, Mornings, and Marketing – forms the framework for top ratings. Play the best music for your core audience, have a great personality morning show, and market like crazy on and off the air.
Concentrate on talent basics. Work with talents to hone their profession. Watch brevity, interest, idle chatter, and the dreaded Screeching Halt Disease. Edit conversations to leave listeners wanting more, not less. Improve talent enthusiasm, energy, flow, listener interaction, payoffs, and portability (info listeners can use all day). In radio royalty, Content is King, and Execution is Queen.
Watch your competitors. Set a future path with vision and direction and be aware of every competitive move and change. Adjust accordingly when needed. Know the market and embrace new opportunities, formats, and trends.
Always sound local. Showcase audience interaction. Be part of listeners’ lives; give something back to the community. The station is part of the community fabric. Make every appearance memorable. Talk about the local area hourly.
Re-invent the radio station and make the programming sound fresh and fun. Grow, learn, adapt, and fine-tune every element. Listen to the station. Correct errors and execute changes.
Don’t stop there… never stop. Strive for #1. Insist on continual growth and
100% quality programming.
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John Lund is President of the Lund Media Group, a radio programming, broadcast consulting, and research firm with specialists in all mainstream radio formats. You can leave a comment below or email him at John@Lundradio.com.
1 thought on “Ratings Refresh: Spike Your Fall Numbers”
I’m a 30 year veteran of radio, and loved reading this. I’m running 2 stations, in a 4-station, locally-owned company. I often feel too many DJ’s and programmers don’t hold these core radio values. When I try to push them on the rest of the staff here, I often get no reaction at all. I would love to read more content like this, and even interact with other programmers in any way on how to improve, and keep radio alive. Would appreciate any direction you can give. Thanks!