The easiest way to achieve higher ratings is by extending Time Spent Listening. Simply always give listeners a reason to stay tuned. Go into every commercial stop set by promoting ahead a listener benefit – such as content, music, weather, a prize giveaway, etc. Do this just before airing your first commercial. Provide listeners a reason to stay tuned, and they will!
No one does this more effectively than Dateline and Entertainment Tonight. These programs effectively employ the “promote-ahead” concept to hook viewers and keep them tuned in throughout the show. Successful TV shows also do this – including all TV network newscasts. They effectively employ the “promote-ahead science” to hook viewers and keep them tuned in throughout the show.
How can radio employ this tactic creatively?
- Promote the next upcoming artist with a tidbit of information derived from show prep. Tease something about the artist or song without saying the name. Select artists who are consistent hit makers, whose music is indigenous to the format, who are strong testers, and who have more than one hit. Use this Casey Kasem-type hook to illustrate how the talent’s knowledge of the artists matches the listener’s passion for the music. Promoting several artists at a time comes off like a laundry list, and radio listeners don’t like lists.
- Tease the next benchmark or contest, especially in the morning show when creative bits and benchmarks are liked as much as songs. Remember to tease with the benefit to the listener, not just the name of the bit or feature. Avoid using the name of the benchmark or contest, address “what’s in it for the listener.”
- Promote ahead the weather or traffic if they fall right after the stopset. In News-Talk, promote ahead a news update. Sell the benefit, not just the feature name. Consider “what’s in it for the listener” – i.e., “hot again today!” This is a great weather tease. Effective selling requires knowing the concept of “Features and Benefits” – promoting the benefit (“snow today”), along with the feature name (“Wild 106 weather”).
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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.