Media Monitors MScore Switching
January 30, 2009 at 10:12 AM (PT)
The MEDIA MONITORS’ MSCORE Series, which enables radio programmers to understand how listeners use radio, has just launched the MSCORE Switching series, which calculates an index of switching when panelists react to songs on the radio. The MSCORE is derived from looking at what happened during many spins of the song on a specific station and then displayed on the MEDIA MONITORS web service.
MSCORE can also be downloaded into RCS’ GSELECTOR so that music scheduling is enhanced even further. Understanding the interplay of listeners, ratings and switching delivers a clear, strategic advantage to programmers, allowing them to respond to the preferences of their audience.
"We've taken a giant step with MSCORE Switching, with other forms of analysis coming in our MSCORE Series," MEDIA MONITORS CEO/Pres. PHILIPPE GENERALI said, "Finally, radio programmers will be able to see how their audience reacted to every song on the air. They will know which songs hold listeners, and what songs cause switching to another station. This is valuable information that will help make radio better for the audience."