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Charlie Sislen, President of Research Director, Inc., recently spoke at the annual conference of the New Jersey Broadcasters Association. His presentation was entitled “Radio: Alive and Kicking,” and was a review of the present state of radio listening in the United States.
If there was an easy way to boost your ratings, every station would be doing it (duh). That said, start by making sure you understand the fundamentals of your Average Quarter-Hour audience. Two things impact your AQH: cume (how many people come to your radio station) and time spent listening (how long they listen). To grow your AQH, you need to either have more people come to your radio station, or get those who are already listening to stay tuned longer.
We have been impressed with the variety of impactful new sales materials that Arbitron has been adding to its website, demonstrating the power of radio. Have you seen these and added them to your arsenal of pro-radio stories?
Question: What is it about the 3pm hour that often makes it radio’s most listened-to time on the weekdays?
Answer: In PPM markets, the 3pm hour is frequently radio’s biggest in terms of Average Quarter-Hour audience on weekdays. This isn’t the case in every market, and it certainly can vary from survey to survey. But we frequently see 3pm at the “top of the charts” and it begs the question…why? What is it about that hour of the day that pushes radio’s overall listening levels to daily heights?
These days, an environmentally-conscious mentality has become the trend. This is a great opportunity for Radio, as our industry has been challenged to help our advertisers connect with the eco-friendly consumer, and to highlight radio’s tremendous ability to reach these individuals.
