Before the next ratings month, preparation is needed to guarantee that every step is calculated. Planning for the sweep is essential, and the following represents what Program Directors should do in preparation for the ratings.
Programming Insurance
As Program Director, how do you prepare the station?
- Study the last Nielsen thoroughly. Break out the book, utilize Nielsen software, request a Mechanical or “comments” roster, order a diary review, etc. Correlate your Nielsen review with your State of the Station report to know exactly what happened, who did what to whom, and why. Become the station’s expert as to how ratings are conducted.
- Plot strategies carefully. Aided by ratings breakouts, trends, and evaluation reports, draw conclusions, discuss with consultants and management, and make recommendations.
- Know management goals. Confer with the GM about the station’s status, ratings, revenue, strategic moves, necessary adjustments vs. “stay the course,” etc., to aid your seasonal planning.
- Re-examine the P1’s needs – what do these “heavy users” want from your radio station? Are you delivering? Research listeners thoroughly.
- Evaluate your competition. Based on past performance, predict what they will do, and counter-program them.
- Increase time spent listening through the next rating sweep.
- Discuss programming goals with each department head. Identify and resolve potential conflicts.
- Review all operations with engineering. Is all studio equipment working properly and in the way that it was intended?
- Refresh and update liners and sweepers.
- Stage events for every weekend of the sweep. Your sales department may need advance time to obtain the giveaways. It’s best to award what your listeners want, not just what sales can get at the last minute.
- Plan killer promotions with an effective advertising/marketing plan and talent stunts to garner attention and new cume.
- Devise super-cuming programming and super TSL-building around key periods when listeners listen most, like during major holidays, three-day weekends, and local/regional events.
- Create an advertising budget for all the media you buy. Know what will be spent in each medium and place media orders now to save money and get the best placement. Work on creative content! Use the Internet to email core listeners tune-in reminders and benefits for listening.
- Know what’s new! What’s the hot car this year? What’s the new website everyone is going to? What will be the big movie that everyone will discuss this season? What electronic item will be on everyone’s Christmas shopping list? Who will be the hottest star in movies, TV, music? What will be the most talked-about TV show this season? What’s the contemporary item that is new, hot, and desired in the minds of your younger demo? Plan your contest and “big event” talk accordingly and offer prizes that capture the imagination of your younger- thinking audience.
- Schedule remotes far ahead to avoid conflicts with competing clients and to avoid clutter from over-booking remotes.
- Write contest rules to ensure compliance and communicate these to your on-air staff.
- Order operational and promotional supplies so jingles, bumper stickers, and certificates arrive on time without paying a premium for rush delivery.
- Meet with the morning show to develop a long-range strategy regarding features, community events, stunts, advertising, and other opportunities.
- Conduct performance reviews with the airstaff individually. Discuss long-range goals and expectations for each staff member.
And if you have just two rating sweeps a year, fall and spring, get your air staff to vacation out-of-book to ensure they do their regular shifts in the sweep. They’ve got to come back rested and charged for the big race!
Pic from ckstockphoto for Envato Elements.
John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.