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Dec
7
Tracy Johnson
Yes, You Can Double Your Ratings In A Year-Here’s How
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Yeah, a headline like Double Your Ratings immediately makes you think it will be followed with some flippant comment like, “Get twice as many listeners.”

I’m not selling a radio “get rich quick” plan. But driving ratings may not be as impossible as many programmers and air personalities think.

Whether you have a 10-share or a 2-share, every station can double the ratings. It literally works for everyone, though I’ll admit it’s a bit more challenging double a 20-share than a 1 share.

Here’s the empowering thing: Every station can do double your ratings without external marketing and advertising. It doesn’t require a big contest. And it doesn’t depend on a promotion or marketing budget.

The truth is, it’s really simple to double your ratings.

You can double your ratings just by getting more value from existing listeners.

Here’s how:

Double Your Ratings Math

Follow along as we do a little math. Sorry, I know you’re not in radio because you love math. But I’ll keep it simple.

The following is based on adults age 25-54, in the morning show (6-10am Monday-Friday). According to Nielsen (in PPM measured markets), here’s how much a typical station’s P1 listeners tune in:

In case you’re wondering, each listening occasion lasts about 9 minutes. That’s not relevant in this discussion, but it’s interesting. Most broadcasters think it’s quite a lot more. But no matter how long the average commute time, the tune in time is much shorter.

But here’s the math that is relevant. The average P1 tunes in just 2 days per week. Repeat for emphasis: The average P1 (note average listener, not total cume, but P1) tunes in just 2 ays per week. The actual number is 2.3 days per week, but I promised to keep the math simple. Again, yes, that is P1’s. It’s not the total audience.

And that average P1 tunes in 3 times per morning.

So do the math.

2 days/week x 3 times per day = 6 quarter hours/week

That’s the credit a station currently get from P1 listeners.

The Power of +1

What if you could convince the existing audience to listen just one more time per day and one more day per week?

By getting one more tune in per day, and one more day per week, quarter-hours grow from 6 per week to 12.

3 days/week x 4 times per day = 12 quarter hours/week

You have just doubled your ratings from 6 to 12 quarter-hours. It seems like a magic trick, doesn’t it?

How to Double Your Ratings

Of course, something this simple isn’t necessarily easy. But think about the impact of just one more day per week, and one more quarter hour per day. It seems possible, right?

How does that change the way you approach your show tomorrow? Maybe you’ll spend a few more minutes preparing teases for upcoming features.

Does it make you more interested in promoting a new song? It doesn’t matter if they stay tuned to hear you or hear that song playing on your show. You still get ratings credit.

How about planning the show a few days ahead, so you can invite listeners to tune in the next day at the same time for a specific reason with a horizontal tease? Or promote something for tomorrow on Facebook and Twitter?

Will you re-think that morning show promo that runs all day instead of just slapping together another “if you missed this morning’s show, you missed this” promo.

And maybe you’ll invest a little more thought into every break, even those throw-aways early in the morning when “nobody is listening.”

Doesn’t that make you realize that every break is important? Every quarter-hour is precious. You don’t have the luxury to present anything less then “A” material.

Reality Check

Now let’s look at it a little deeper. Sorry, I know math sucks.

Consider how the audience is listening. You’re probably preparing way too much content.

If you’re on the air four hours per day, five days per week, and present four breaks per hour, you have 80 segments per week to fill.

5 days/week x 4 hours/day x 4 breaks/hour = 80

If the audience is tuning in only six quarter hours per week (see above), they are hearing only 7.5% on your show.

6/80=7.5%

They miss more than 90% of the content you works so hard on each day.

Are you sure you are talking about the most top of mind material frequently enough? Are you framing content and introducing topics clearly and concisely, every single time?

And perhaps it’s not such a bad idea to create less content, make it better and  repeat that great material. This increases the chances of listeners hearing the best the show has to offer.

Conclusion

Many times, broadcasters are depressed when they realize how little the audience is tuned in.

But I think they should be excited. Break it down, and it’s easy to see that the challenge of winning listeners isn’t that overwhelming, is it?

Just get one more quarter hour per day. One more tune in occasion.

And get one more tune in day per week.

That’s all there is to it.

Start now. Plan one thing in tomorrow’s show that has a legitimate chance to earn one extra tune in occasion. Promote it. Tease. it. Develop multiple angles or a compelling storyline to increase the chances of gaining an advantage.

One extra quarter-hour. One extra day per week. Double your ratings. That’s all it takes.

PLEASE JOIN ME FOR A SEMINAR ON HOW TO LITERALLY DOUBLE YOUR RATINGS. THIS FREE ONLINE WEBINAR IS TUESDAY, DECEMBER 18 AT 1PM EASTERN TIME. I’LL SHARE THE FULL DOUBLE YOUR RATINGS STRATEGY WITH SPECIFIC STEPS TO TAKE TO INCREASE THE CHANCES OF SUCCESS. IF YOU WANT TO WIN THE RATINGS GAME, YOU MUST KNOW HOW TO PLAY THE RATINGS GAME. I’LL SHOW YOU HOW IN THIS SEMINAR. TO JOIN, CLICK HERE.



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