Ratings are up! What have we done right?

Ratings are down! What do we change?

Evaluating your programming based upon the tiny sample size in the PPM ratings is a slippery slope. I’ve seen a station lose 100,000 cume in a week and go up in share. I’ve seen four meters from a family away for a long weekend cut a station’s share in half.

So, how do we know what to do when the ratings come in?

I suggest that we can learn something about programming our radio stations by looking at our faith journey.

As Christians we search for guidance through the truth of the Word and wise counsel.

“Thy word is truth” (John 17:17b)

“All Scripture is breathed out by God and profitable for teaching, for reproof, for correction, and for training in righteousness.” 2 Timothy 3:16

I realize its a bit wacky to put the Bible and market research in the same sentence, but I think its fair to say that research is the most objective reference point in evaluating whether your station’s programming is on track.

It can show you the strengths and weaknesses of your station, the overall appeal of your format, and what messaging will be meaningful to your fans and conducive to attracting new listeners. This valuable resource can also uncover the strength of personalities, the relative importance of features or service elements, and whether the staff should get free coffee.

While we all love to tinker it is important not to overreact to changes in the behavior of a few panelists in the weekly or monthly ratings. If there’s a sudden burp on the PPM radar go back to What We Know to Be True. Objectivity is found only in market or music research, not the comments of the sales manager’s cousin or the latest complaint from a listener.

As an example:

Every year I’m involved in discussions about the validity of all-Christmas music programming, an often polarizing programming tactic where smart people can disagree. While I’ve made recommendations on both sides of the argument depending upon the station’s goals and competitive dynamics, in a recent discussion I went back to What We Know to Be True. That station’s market research revealed that 80% of their listeners said they would listen all or most of the time to a station that played all Christmas music. In other words, if they didn’t do it their own listeners would likely tune somewhere else for it.

That one piece of research made their decision obvious. Without it we might still be talking about how Aunt Minnie doesn’t like Burl Ives.

Broad generalizations regarding ratings are not very helpful in evaluating the appeal of your station’s programming. Some are tinkerers, constant REACTORS insisting that three songs should be dropped from the playlist because the latest PPM numbers were cut in half in Women 45-54. On Saturday. Others are passive observers where a drop of 100,000 weekly cume results in not even a glance up from their navel gazing.

In my travels I’m fortunate to rub elbows with some very bright and talented people at radio stations you’ve probably heard of. Their station’s ratings performance is a result of their understanding the best business practices of success, focusing their efforts on the things that really matter, and bringing in resources that extend beyond the talents inside the building.

Ratings research is one of those resources. After many years of studying electronic measurement via the Purple People Meter (PPM) methodology we have learned some characteristics of successful stations.

50% of your weekly cume are your P1s (first preference or fans). They can contribute over 80% of your average quarter hours.
Your station’s PPM ratings will rise and fall based on the behavior of your P1s (fans).

Getting your P1s to give your station one more day of listening will mean a great deal to improve your PPM performance. Just one more listening occasion on an extra day will increase your cume and average quarter horses.

PPM performance is ALL ABOUT who gets the meters. That is something for which we have no control. For Christian music stations, please note that Nielsen doesn’t ask, doesn’t tabulate, doesn’t care which meter holders are Christians. God cares, but Nielsen doesn’t.

Rather than shrugging our shoulders and blaming the Nielsen gods for the erratic nature of ratings performance (particularly in Weeklies), we should focus on the things we can control. It’s deeper than up is good and down is bad.

We will have fans (P1s – first preference listeners) only if we create a radio experience that is worthy of having fans in the first place.

In my other life I do some announcing for a baseball team called the St. Louis Cardinals. Perhaps you’ve heard of them. Despite being in only the 22nd largest metro area, the St. Louis Cardinals ranked 2nd in attendance last year averaging over 41,602 fans per game. That’s more than the San Francisco Giants, New York Yankees, Chicago Cubs, Los Angeles Angels, New York Mets, or Detroit Tigers, teams from much larger cities. The Cardinals don’t create fans by focusing on 40,000 as a number, but by creating a baseball experience that is worthy of having 40,000 fans. Their are 18 sections under the heading “Fans” on the Cardinals’ website, including:

Fans First is an initiative to thank fans for their on-going support and unwavering loyalty for over a century of Cardinals baseball. We are putting our Fans First because YOU have helped make the Cardinals the most storied franchise in the National League, as well as making Busch Stadium truly “Baseball Heaven.”

For us in radio that means choosing only the most popular music, enhancing that music environment with meaningful content, and creating a brand that resonates with the listeners’ values and perspectives on life. And executing it with precision.

Here’s the deal: We achieve ratings only if we have enough measured cume (Nielsen world). We have enough cume only if we have enough listeners (real world). We have enough listeners in the real world only if we create a radio station that real people really listen to in their cars, in their homes, and where they work.

We don’t get the numbers by focusing on the numbers. We get the numbers by creating a radio station that people love!

Momentum is a waste of time!   

Momentum is the greatest opportunity for me to learn all year.

Those are polar opposite statements.   Both are true.   It’s your choice.

“Intelligent people are always eager and ready to learn.” Proverbs 18:15

We all know Fred.  He comes to Momentum every year to hang around with his friends, eat donuts with the new band Hercules and the Chicken Fat People, and brag about all the nifty things he’s doing at his 2.0 share radio station.

After Momentum Fred returns to his station and implements nothing he’s heard.   Sadly, Fred has decided that he already knows everything.

“When do you think most people stop learning?

Is it when we already know how to do something? Is it when we have some success under our belts? Is it when we imagine there’s nothing left to learn, no one knows something we don’t, or when we come to believe we know it all? Whenever it is, it’s too soon, and it’s too bad, because we’ve always got a lot to learn… no matter how much we already know.”  Mark Beeson

Here’s a suggestion:

This year at Momentum write down the 3 most important things you hear from each speaker or seminar. Prioritize these items into an action plan with specific dates when they will be integrated into your day to day activities.

That one suggestion could make the difference on whether you say Momentum was a waste of time or the greatest opportunity to learn all year.

“Do yourself a favor and learn all you can; then remember what you learn and you will prosper.” Proverbs 19:8

I have a new friend. His name is also John.

He’s like a baby chick sticking his head out of the egg when it comes to Christian music radio. After decades in mainstream radio he knows he doesn’t know the format, but he asks REALLY good questions.

Because he is so charged up about his own faith he asks me, “Why isn’t there more celebration?”. Gulp. Out of the mouth of babes.

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“Opinions are like noses”, the saying goes. “Everyone has one.”

I like her voice! She sounds nasal! He’s funny. He thinks he’s funny.

Subjective opinions are inevitable in an industry tethered to music and art. The question is… how do we keep subjectivity from driving our most important decisions, since subjectivity almost always results in the crankiest or highest ranking having their way.

A station group I visited recently shared with me remarkable stories of changed lives, impact in their community, and their vision to reach people far beyond the boundaries of their current signals.

However, in listening to their stations I heard none of these things. I literally heard the trivial (in the form of ‘trivia’) more than I heard stories that demonstrated what the stations stand for.

Successful stations understand and embrace what makes them meaningful and preferable. They then efficiently demonstrate those values in ways that resonate emotionally with their listeners.

Efficiency and meaningfulness are two sides of the same coin. One does not exclude the other. Successful stations develop disciplines for each.

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I was intrigued by the old cowboy. He stood underneath the shade of a large oak tree on a sidewalk in the Fort Worth Stockyards willingly receiving five dollar bills from moms and dads, grandmas and granddads so that their kiddos could sit for a moment on the back of a long-retired longhorn steer. What followed was two minutes of smiles, laughter, waving and cameras clicking capturing the joy on the faces of these young ‘uns. A splendid time was had by all.

I did the math.

$5 every two minutes. That’s $150 an hour.

A remarkable moment in my favorite movie “Field of Dreams” is the soliloquy from the brilliant actor James Earl Jones:

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If only the words we use were compassionate words… and not distant newscaster words.

In our format, what if we only used the words of a friend, not those of a scolding teacher, or a detached observer.

I literally heard these words on a radio station this week:

“Extricated the lone occupant…”

…which, I guess, means that someone’s daughter or son, or brother or sister, or husband or wife was trapped in their car when heroes (someone’s daughter or son, or brother or sister, or husband or wife) came to their rescue, something those heroes do almost every day for someone’s daughter or son, or brother or sister, or husband or wife.

Instead of instructing and scolding, I wonder how many more people would listen if if our stations were known for the caring and loving people on the air.

What if the key to your station’s impact was contained in these simple words:

“Rejoice with those who rejoice; mourn with those who mourn.” Romans 12:15

“My friend told me to call because you called out the name of my daughter. I’ve never listened to your station before!”

Stations that play the Family Name Game® understand the power of a name. A community of voices introducing traffic or weather, birthdays, anniversaries, can all be used effectively to create word-of-mouth. (They can also be used ineffectively adding clutter).

Coca-Cola’s new campaign invites you to #ShareaCoke with the someone whose name is on the label. This a ‘trigger’, something designed in that creates a reason to act.

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