We are seeing some new schools of thought with regard to big Morning Show success with the new PPM ratings methodology.
Early PPM results show some of the big heritage morning shows earning a fraction of the ratings reported in diary. This phenomenon in mornings is similar to what we had written previously with some of the “Big Brand” stations not earning the same high levels of listening that were reported in the diary. The problem is loyal listeners. In diary methodology, loyal listeners would show support for their favorite personalities (or station) by writing them in the traditional Arbitron diaries without necessarily listening as much as reported. However, PPM doesn’t care about how much you like a station or personality – it just records how much time you listen. All the brand equity helps bring listeners back to your morning show (or station) but won’t keep them there if they don’t like what they hear at that specific moment. The PPM data clearly shows listeners have much more tuning in and out between stations (in all dayparts) than documented with diary methodology.
This is not an indictment against having a lot of personality in the morning show. Radio brands still need a magnet to make listeners want to tune into your station and few would argue that music alone usually won’t get it done in mornings. We do a lot of research on listener reaction to personality content using our digital-Interactive focus groups with electronic dial technology. This “next-generation” research allows us to watch listener reaction to on-air content moment by moment, and we can tell you that listeners do like engaging content but they have very little tolerance for content that doesn’t serve them personally. If today’s radio talent can master really engaging listeners, they can be successful in PPM. How can they win? By concentrating on the basics.
Prepare. Plan. Promote. Not only should there be show prep, they there should be planning and preparation for every break. In order to grab a listener and hold their attention, it is essential to “frame” breaks – letting your audience know what is coming up and, frequently, reiterating what their next “payoff” will be.
If you’ve ever watched focus groups for a radio station, you know that listeners can be brutal about how they feel about a station. When you analyze your station’s product, have ice in your veins, put the ego to the side, and try to understand the value that your listeners are getting from your station on a moment to moment basis. Today’s listeners have less patience and are infinitely more discriminating in their entertainment consumption; much of that fueled by DVRs and iPods which are conditioning them to seek out information based on what they need at a particular moment. What happens when they don’t get what they want when they want it? They move on. Look for ways to keep them there – morning, noon and night, and constantly coming back for more.