Mike Bettelli
by Mike Bettelli
As the Spring Arbitron and Eastlan ratings are released most PDs will already be looking ahead to the Fall rating period. What can you do to assure that you are maximizing everything possible to score in the next important ratings? Will the markets using the new PPM change the ratings landscape? How concerned do PDs need to be about Satellite Radio and the new HD channels? Should you be adding new titles to your music library or trimming songs? How can you tell if your morning show is underperforming?
The PPM Lesson
Everybody has their own interpretation of the early people meter ratings in Philadelphia and Houston. The biggest change from a diary based survey seems to be much higher cume and lower time spent listening. If you believe that the PPM is more accurately measuring listening to radio then you’ll want to tailor your programming to gain cume to build up your share of audience. For years the diary system of ratings has been suspect with regard to TSL. Stations with small audiences would receive massive TSL and big cume stations would have smaller TSL. Although the diary system will continue (maybe forever) in markets 100+ it will be instructive to watch how the big markets adjust to the PPM world. With the reality of much shorter listening times and more P2 and P3 listeners trying out your station – the music and content of radio will be changing. The People Meter is also showing new life for formats that the diary system tends to under-report like Rock and Hot AC. Broad variety formats may not fare as well in PPM rated markets.
Music Libraries
The best strategy for tuning up your active music list for the fall is to play it conservative and smart. Don’t take chances on marginal secondary or fringe songs that may have the power to shift your listeners off to another frequency. Keep your target audience in mind and build the list for them. It may be easier to create a large list of music that extends song turnover over several days for gold and many hours for current music, but the downside will be to invite tune out from the “filler” music that your average listener won’t stick around for.
A 15 to 20% shift from category to category is a good rule of thumb when you are doing a database tune up. If you don’t have the luxury of some kind of music testing – try to find a monitoring service that can give you a snap shot of what similar formats are playing across the country. The most important step is to fully utilize your scheduling software. Spend more time reviewing music logs, make sure your song coding is achieving the texture, variety and maximum daypart, song and artist separation that can make even a 250 song library sound fresh every day. Although it’s always a good idea to move slowly on current music – don’t hesitate to add songs that show the potential to become huge hits.
Monitor Your Market
The airwaves are public… so how many secrets can your competition have? It’s surprising how little time most Program Directors spend listening to their competition. You may be so focused on your own radio station that you forget to spend some time every day with the competitors who your listeners are drifting off to on a regular basis. A critical part of the job of programming is to know and understand the competition. How much inventory do they air every hour? Are the other morning shows in your market more entertaining, relevant, or higher rated than yours? Maybe you’ll need more resources to level the playing field – especially with regard to talent. It is also possible that your talent can be improved with a little coaching and more tools.
Get your staff involved in this process. Assign one station to every on-air person and have them prepare an overview to be shared at your next staff meeting. Look carefully at any perceived or actual changes to formatics, positioning and talent on competing stations. With regard to Satellite Radio and HD Channels – the best advice is to be aware they are there, but don’t focus much energy and resources worrying about them. Your main competition will be the other broadcasters in your market. Definitely true for this upcoming Fall Book, and likely for quite some time.
Marketing, Contests And Positioning
Marketing your station is the best way to create cume – which we know is becoming all important for radio. For too long, radio has been neglecting the marketing part of the equation. Try to put the resources together to do as high a level of marketing as you can. Remember that marketing is what happens outside of the station. Print ads, billboards, TV spots, direct mail are all important vehicles to get the word out about your amazing radio station!
Contesting can be effective if it doesn’t overwhelm the overall programming of the station and if the prizes match what your listeners want. Always keep in mind that most of your audience will not be taking part in the contesting, the on-air portion must be entertaining to non contestants. Lots of winners are always preferable to multiple on air contests with listeners losing the big prize.
Going into a book is the perfect time to freshen up imaging and positioning. Have your liners and positioners been running more frequently than your current songs rotate? It’s time to freshen them up with new verbage, local mentions and audience relatables.
Take A Deep Breath
This may sound trivial, but could be very important. Make sure your airstaff and your boss know you have been planning for the next ratings report card and you’re ready for it. You have put together the adjustments and changes necessary to assure success this fall. When they buy into the plan and hear the subtle changes you’ll be on your way to ratings success.
Mike Bettelli is Director of Adult Contemporary Formats/Consultant, for Jones Radio Networks / Seattle. Reach him at 206-508-8113 or mike.b@jrnseattle.com
