Do you have the same feeling?
When you hear the talking heads on TV news rattling on after the speech do you ever wonder if they were watching the same thing that you did?
If you tuned to MSNBC or CNN you likely heard one line of analysis. If you tuned to FOX News, you probably heard another. Social media was even worse. People tweeted opinions about the speech before even hearing it. Opinions that were based upon their world view.
It’s so easy for an air talent to think “I have to do something BIG to stand out against the competition,” and yes, radio is all about creating memorable moments that make people want to come back and listen to you again tomorrow.
However, as New England showed against the Rams in Super Bowl LIII, you don’t want to go outside your comfort zone or change your identity to accomplish that.
Once again this year, the Patriots demonstrated that you win by doing the right thing at the right time. That’s what puts you on top. So here’s what you can take away from the Super Bowl, in radio terms…
It’s often referred to as the “leaky bucket.”
That’s PPM-talk for stations losing listeners by the process of tuning away or turning off. It would be logical to think that it is easier to keep people listening than to try to get them to tune back in.
But that’s only half the story. Or, should I say, two thirds.
A recent study of 37 million listening occasions conducted by Coleman Insights and Media Monitors found that…
“nearly two-thirds of radio listening occasions are the result of turning on the radio, listening to a station and turning the radio off.”
That means we as managers, programmers, and talent need to focus not only on minimizing tune-outs, but in creating TUNE-INs.