Maximize Weekend Programming
February 4, 2014
Tune in to most AM stations on weekends, and you'll hear a plethora of long-form commercials for vitamins and colon cleaners. Sadly, this same programming has made its way to FM Ralkers. While it adds some revenue, it's no way to build an audience and grow even greater revenue; thus, those stations might as well turn off the transmitter!
For all stations, weekends are too important to waste on bad commercials and weak programming. Here's what we know about weekends: More people are tuning in on the weekend than either morning or afternoon drive Monday-Friday. Radio is a total week medium, and fully two-thirds of the population tunes in on Saturdays.
Is the answer to extend your normal lineup to Saturday? Not necessarily. Saturday listening is already higher according to current ratings, so it may not be your weekday talent lineup that is the most attractive talent option. Listeners may actually be responding to more music or even specialty shows. Your own ratings review will tell the story. One thing is sure: Saturdays and weekends are a time to showcase what you do and invite people back. Here are key elements:
- "Recycle" your audience. Invite weekend users to tune in Monday morning and at-work. Be specific with benefits like timely weather, traffic updates, and desirable show content.
- Help listeners plan their spare time with area events, etc.
- For music stations, keep the sound uptempo and positive. Avoid clumping downer themes or tempos. Avoid long-form commercials at all costs.
- Keep it clean. Avoid junking up weekends with long promos when short ones will do. Don't use a 30/60 second promo when 10 seconds sells it better. Concentrate on maintaining flow.
- Update social media on Saturdays too.
- Your goal is to get people to come back again and again. Saturday may be your equivalent to real estate's open house!