Seven things you THOUGHT you knew about radio!

7 things you think you know 1024x576-5539

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!

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