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The recently unveiled survey results of the Infinite Dial 2021 produced a revealing statistic. The radio industry must acknowledge that we are potentially losing one of our most precious commodities – time.
The annual Infinite Dial studies are a treasure trove of valuable information. One particularly eye-opening statistic was the amount of time consumers spend each week with online audio.
For programmers, there are numerous ways to judge success. However, success is limited if the programmer does not know the ultimate potential. The size of the pie is the maximum amount you can get – is that big enough to be successful? Since it’s nearly impossible to get the entire pie, how big of a slice do you need to declare success?
There are several ways to measure this potential. Let’s focus on demographic and format.
Many questions remain regarding how Nielsen’s headphone adjustment impacts individual radio stations. Last fall, we addressed this new modeling procedure, which was introduced with the October 2020 PPM survey (see here and here). While the headphone adjustment undoubtedly lifts PUMMs (market listening levels), it only results in a positive impact for certain stations.
Many consider our new Democratic President to be a moderate. Even his decades on Capitol Hill reflected a moderate position. For this reason, I was surprised when his Republican rival labeled him a socialist who wanted to defund the police. Yes, this was a portion of the Democratic Party, but not the person they selected as their candidate.
While Biden won the popular vote and the Electoral College, many states were much closer than a lot of us expected. All of a sudden, some people who voted for Trump described Biden as a socialist who wanted to defund the police.
Simply put, for a portion of the population, the Republican’s branding of its competitor worked.
So what can we learn about this moment in history that can help us in the radio business?
If you are an avid follower of ALL ACCESS, you know that The Ratings Experts from RESEARCH DIRECTOR, INC. pen a monthly ratings column. We are fortunate to look under the hood of the data for the top fifteen PPM markets. This affords us a somewhat wide perspective on ratings trends.
