Frost Advisory #347 – Programming Lessons From The Super Bowl

Our format is either a bunch of songs that people don’t know by artists they’ve never heard of…


…it is a format of songs and stories about the most important things in our lives.

The former results in a station with a one share.  The latter results in a station that is a market leader.

Seth Godin says…

“One way the tribe identifies is through the observance of a holiday, of a group custom, of the thing we all do together that proves we are in sync.  People thrive on mass celebration, but as our culture has fragmented, these universal observances are harder to find…

Halloween and the Super Bowl are the new secular holidays, the group-mania events that prove we’re able to stay in sync…

SuperBowl 51

(It’s a) chance for all of us to talk about the same thing at the same time.  This is part of what it means to belong.”

This is a part of what it means to belong.

If programmers in our format understood the power of being a part of a group talking about the same thing at the same time, our format would be transformed.

“Your customers and your employees want to feel what it feels to do what other people are doing.  Not everyone, just the people they identify with… because hanging out with people you care about (even if it’s just to eat junk food and talk about how bad the commercials are) is almost always worth doing.”

Tommy Kramer Tip #191 – Ratings: Turn the Page

By now, you’ve probably seen the latest ratings.  Often, if they’re not what we hope for, it’s easy to sink into “the sky is falling” mentality that tends to dominate the hallways when a station has a down “book.”

Yes, it does look like the political climate, the clownish debates, and the election process and aftermath hurt a lot of formats.  While many Country, A/C, CHR, and Contemporary Christian stations got slapped around a bit, the clear beneficiary was the News/Talk arena.

So what do you do now?  Here’s what I’m telling my non-News/Talk stations:

It doesn’t matter.  Turn the page.  Assume that TODAY is the day ratings start (or end).  The point is, EVERY break we do has the potential to make a listener either [1] come back or stick around for a second helping, or [2] hit another button because we didn’t give them a reason to stay.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
Member, Texas Radio Hall of Fame
© 2017 by Tommy Kramer. All rights reserved.