A format change for a low rated station has been almost a cliché during the modern history of radio broadcasting. When I was with AM/FM radio group, we had a list of “red flag” stations that either needed to be “fixed” or flipped to a format that would generate higher ratings.
Format flips seem to be more scarce during slower economic periods, but we are starting to see more changes with PPM moving into more markets in 2010. As one trade publication recently put it, when PPM enters a market, the electronic measurement system leaves “a trail of format changes.” So, if your market is expected to start using PPM, are you ready for what’s coming?
Based on watching the major markets since PPM was first introduced, we can make some easy predictions. When PPM comes to town, Smooth Jazz is an endangered species. Urban stations will likely take a numbers hit. The leading AC station will see a cume level like never imagined. Classic Hits, Adult Variety Hits and Sports stations will all likely enjoy ratings increases.
So, if a station is not currently getting the ratings needed to reach revenue goals, what format is getting attention in PPM markets?
We are seeing new CHR stations taking on some of the Big Brands in the big markets. In some cases, the upstarts are making a pretty big dent. All of a sudden, a market that used to have a dominant CHR station now has two players splitting the audience and the format is big enough right now in many markets for 2 stations to be successful.
Classic Hits / Oldies, which often suffered from “top of mind shortfall” in diary methodology, has resurged as a viable option in many PPM markets.
It is surprising to me that as well as AC stations are doing in PPM markets that we aren’t seeing more stations flip format to AC.
To help ensure that your station will thrive in a PPM transition, it’s time to make sure that your brand isn’t just one that your fans want to write into a diary. Your station should be one they actually want to listen to more than any other.