Arbitron's Jon Miller: 'Why Every Day Matters'
July 17, 2013 at 3:59 AM (PT)
How do you get listeners to spend more time with your radio station? ARBITRON Dir./Programming Services JON MILLER addresses that in a new blog post, writing "not long after PPM was introduced, I remember having conversations with broadcasters about how every minute counts. In the world of PPM, a listener’s detailed tuning habits are captured throughout the day, and it turns out listening is much more spread out over the course of the hour than we traditionally believed. In short, life is complicated and busy and listeners tune in and out as their daily routines allow."
"Almost three-quarters of the panelists in the top 10 markets are, during an average month, using some form of radio on at least half of their days," notes MILLER. "That’s a pretty impressive number when you consider today’s media landscape and the multitude of options that vie for a listener’s attention."
He adds, "Keep this in mind as you consider how to recycle your audience. Vertical recycling -- getting them to tune in more times each day -- has been our focus for years because driving more daily occasions is crucial to increasing time spent listening. But horizontal recycling -- getting listeners to tune in more days each week -- helps increase your daily Cume AND gives your station another opportunity to create more tune-ins that day, leading to higher TSL."