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Last week we talked about how a “vital few” can contribute more than their fair share to a given outcome. The same can be said for radio, with First Preference listeners contributing a disproportionately large share of the average station’s time spent listening.
Ever heard of Pareto’s Principle? Also known as the 80-20 Rule, it explains the uneven distribution seen so many places in life. Speaking in generalities, 80% of the effects come from 20% of the causes. That divides things into the “vital few” and the “trivial many.”
***UPDATE – October 19, 2012: Arbitron announced that the final release of TAPSCAN Web 11 is scheduled for Saturday, October 20. This will replace the current version (TAPSCAN 10.8); however, you will still have access to your saved schedules from 10.8 and older versions. Arbitron is offering live and on-demand training for TAPSCAN Web 11 through their website to help you with this transition. Our team of experts at Research Director, Inc. would also be happy to assist you with the new software.***
Many questions surround the importance of radio personalities, including “How does a personality affect station loyalty?” The answer is more complex than you might think.
Sales and programming teams sometimes speak different languages. The sales team wants higher ratings, while the programming team wants bigger shares. However, ratings and shares don’t always rise and fall in sync with each other.
