Coleman: Features Help Most With Long-Term Branding
January 30, 2008 at 8:47 AM (PT)
Although PPM may offer graphic evidence of audience growth during event programming, COLEMAN INSIGHTS study of PHILADELPHIA music stations found that such growth does not automatically transfer to features.
Staging a Webinar entitled "Mapping the DNA of PPM," COLEMAN data found that the most impact features have on music stations are for long-term perceptual branding -- and not a short-term bump in listenership In fact, audience growth is essentially negligible during such programming.
The features analyzed were usually three to five minutes in length, with some topping out at 12 minutes, and were mostly segments like "Get The Led Out," which played a certain number of artists' songs (in this case, LED ZEPPELIN) in a row.
Among its conclusions:
* The average audience level of a feature usually declined slightly compared to the programming that preceded it.
* Tune-in for features were labeled "not extraordinary" and was often less than the tune-out.
* Music features tend to perform better than talk features.
* The performance of features varies widely day by day; they're best measured over the long term.
* Well-known features do better than new or low-familiarity features.
* Features that are promoted more and have a higher profile do better than those that don't.
* Features do better with P1s than the "fringe" listeners.
* Features that start after commercial breaks do considerably worse than those that segue right from content.
From those conclusions, the COLEMAN study cautioned that excessive appointment building of features could be detrimental and that rarely more than a few of them actually break through. The study, however, did not indicate just how many features are too many, and if the features have a different success rate for certain audience demos.