Integr8 Research: Spins Vs. Exposure, Part 2
November 2, 2016 at 11:59 AM (PT)
In the second installment of his two-part series on the INTEGR8 research blog, "What Your Sales Team Can Teach You About Song Rotations," (NET NEWS 10/27) MATT BAILEY continues the discussion on how examining "exposures" instead of "spins" can help you hear music rotations the way your listeners do.
BAILEY writes: "While it might be a strange metric for programmers, your station’s sales department has been using this metric for decades. They call it frequency — and for years the rule of thumb has been that an individual listener needs to hear a commercial at least three times a week in order to remember the commercial, otherwise, the brain simply doesn’t register hearing it enough to remember the message. That means a typical Top 40, whose P1 listeners spend four hours a week with the station on average, would need to spin a song 126 times a week for a typical P1 listener to hear the song three times a week on the station. Examining exposures also explains why the 300-spin rule so many programmers heard years ago about familiarity in new music research isn’t a reliable benchmark today, especially if those spins are stretched out over many weeks."
BAILEY offers the following formula to calculate how a P1 station's listeners actually hear the most-played songs: Exposures = Weekly TSL x (Spins / 168)