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Weekends Were Made for Radio

Weekends Were Made for Radio

Our extensive work with client stations in a wide variety of formats has revealed the importance of weekend listening. Our Instant Answer reports have a section that shows what percentage of a station’s cume tunes into each daypart.

percent-of-cume-by-daypart

This has helped us establish some benchmarks. For example, a healthy music station should see about 50% of its cume tune in to the weekend.

This is important for two reasons. First, weekend listening tends to be a more elective, leisure time experience. People are making a conscious choice to listen to you. And, consumers are often closer to the point of purchase.

Second, in most cases, a higher percentage of listeners cume weekends than they do morning drive. This makes the weekend daypart an important point for recycling. If 50% of your audience listens on Saturday or Sunday but only 30% listen Monday-Friday 6-10A – where do you think the opportunity for recycling lies? (Hint: Weekends!)

There are also sales applications here. Rather than packaging in weekends to bring in the buy, look for product categories that would benefit from this added exposure. Retail and automotive come to mind.

Strong weekend ratings can benefit total week shares and billing.

If you would like to discuss how the Ratings Experts from Research Director, Inc. can help you make that happen, simply fill out the form below.

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