TRAFFIC AND WEATHER IS IMPORTANT CONTENT
True! Even in this world of iPhones and internet, listeners still turn to radio for information updates. When a German station promoted a snowstorm, the station saw a huge rise in their morning show listeners the following day for updates.
LISTENERS DISLIKE COMMERCIALS
False! Figures show that listener numbers remain stable during commercial breaks. And yet there are still important points to bear in mind don’t go straight from commercial breaks into news/sports and floating breaks make no difference.
CHR STATIONS SHOULD PLAY CHART TOPPERS A LOT
False! Even big songs wear out while they are hot. Keep an eye on market exposure – people might like the song, but if it’s the seventh play that day they’ll switch off!
BIG PRIZE COMPETITIONS ARE GOOD FOR RATINGS
True! Competitions boost ratings but only for very short periods. Bear that in mind when spend big money on them. Keep them brief and never use them to replace content.
SHORTER VOICE BREAKS ARE BETTER
False! Have you always presumed that people switch off after 1:30? RadioAnalyzer compared two ‘longer’ voice breaks – 3min 30 of presenter musing and people turned OFF. 6min 05 of presenter speaking to listener on phone plus a competition and people tuned IN.
It’s quality not quantity.
RADIO LISTENING ENDS AFTER DRIVE TIME
False! Don’t forget the couch surfer! Young digital listeners are tuning in around 6pm to listen to traditional radio, so make sure you’re being proactive and catering for them.
LISTENERS WILL GO TO DIGITAL AUTOMATICALLY
True! Experiment with digital whilst you’re not dependent on it. Now’s the time to make mistakes. Your listeners need a nudge in the right direction. If you invest in your digital listeners/help them migrate –they’ll thank you!
