'Content Superhero' Webinar Reveals Six Main Causes Of Lost Quarter-Hours

Tracy Johnson

In the first of three online webinars that reveal how listeners respond to air talent, the TRACY JOHNSON MEDIA GROUP and STRATEGIC RADIO SOLUTIONS have identified and shared the six most common reasons listeners tune-out.

The study measured hundreds of pieces of content, featuring air personality breaks tested with tens of thousands of listeners, It measures their moment-by-moment reaction to content. The findings revealed that stations are losing 40% or more of their audience in many breaks -- and don't need to.

1. Listener's lack of attention. Tune-out happens because real tune-in never occurs. When stations fail to earn engagement quickly, listeners perceptually tune-out. Personality breaks remain in the background. And that's the first step to physically tuning out.
2. Content that's out of context. They listen very little, and as a result, don't understand nearly as much as we think. They don't understand how to play the contest. They don't remember (or didn't hear) that break setup 20 minutes ago. They don't get the backstory necessary to enjoy the content. And they tune out.
3. Slow pace. Breaks that don't move forward lose attention. Pace has nothing to do with how long or how fast personalities talk, but rather with how well the story moves forward. Resarch clearly shows how and when listeners get bored (it's easily and quickly). And when they get bored, they soon leave.
4. Not enough payoffs. Most talent plans a direction or payoff for each break, but that's not enough. Listeners constantly evaluate entertainment (every 30-40 seconds), making subconscious decisions as to whether it's worth their time and attention. That's why we must provide mini-payoffs to keep them engaged.
5. Confusion. When they're confused, they tune out, and they're easily confused by: too many voices on the air (especially unfamiliar voices), personalities who talk over one another and change in direction or topics.
6. They simply don't care. They're greedy and selfish, actually tuning in to get something. When talent performs in a way that demands listeners come into their world, they can't relate. And when they don't relate, they tune out. Inside references are one of the biggest offenders in this area.

TJMG Pres./CEO TRACY JOHNSON comments, "It's not about break length. Our studies clearly show that listeners don't care how long a break lasts, but rather how good it is. The problem is that the bar for maintaining attention is high, and the price of tune-out is great. With so many entertainment options, broadcasters can't assume listeners will find their way back to their station once tune-out occurs."

SRS EVP/Partner HAL ROOD adds, "Losing quarter-hours is often unnecessary. Measuring listener reaction second by second shows us exactly when and why they tune-out. When we go for one more punchline or change topics midstream, we see 40% or more loss in listener attention very quickly, and I don't know many stations that can afford to lose that much audience in just a couple of minutes."

The webinar: Chapter 1, Content Kryptonite: What Causes Tune Out is available as a video on demand at www.contentsuperhero.com.

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