Last time, as we touched on the Portable People Meter (PPM) and our experiences developing strategic solutions for stations all over the world, we noted that the new metrics are resulting in many of the “big brand” stations taking a hit in the ratings numbers that used to matter the most. This time, we want to take a closer look—including the ‘whys’ as well as the ‘hows’ of overcoming this new dynamic.
We see this big dog down dynamic as pitting perception against reality. Time was, these powerful, big brand stations—typically CHR or “All News”—had the resources (in dollars and people) to put toward multi-platform promotion (from TV ads to billboards to bumper stickers). They became well known in their respective market, establishing a tradition and track record of success. People knew them, liked them and wanted to be associated with them. Times have changed with economics in many cases focusing managers less on programming and more on bottom lines. Such stations may still be well known and respected, but are they still being listened to to the degree that the Arbitron diaries most recently said they were?
According to early returns on the PPM, which of course digitally measures actual listening, this would not appear to be the case. In fact, PPM data indicates that a lot more button pushing is going on as listeners move around the dial looking for what they want to listen to at any given moment, treating their radio presets like an iPod or MP3 player. As a result, ratings point differentials between virtually all stations have decreased; suddenly “Superman” stations are revealed as mere mortals. So, if that is the new reality, what is the solution?
One answer – a refocus on developing, enhancing and honing brand image to enhance listener engagement and increase “tune in.” If people are listening to radio stations for shorter periods of time, then it follows that you need to drive listenership and increase the number of different people that tune in to your station (again, our contention that cume is king).
With this goal in mind, station managers and programmers should be reassessing their “Brand DNA” to determine whether it is strategically “mapped” for new realities. Who is your on-air talent and what are you allowing them to do and say?. How are you promoting yourself, on-the-air and outside of the station? What music are you playing? Many successful CHR stations, in fact, are “mainstreaming” their brands including playing music that is more palatable to a wider age demographic. We have also seen “Smooth Jazz” outlets moving towards songs featuring vocals over pure instrumentals. Stations among all formats need to identify and showcase songs that bring more people in.
Today, there can be no more sitting back and resting on laurels and past successes. You must adapt, evolve and adjust in order to effectively meet the new realities of the PPM, head on.