The Ups And Downs Of Ratings (And Life)
August 2, 2016
The Spring ratings are out, which is good news for some and unfortunate for many. We know only one station can occupy the #1 spot, meaning more stations are left to course correct as they work towards a goal than there are stations who sit atop the mountain.
But if there is one lesson to be learned from Nielsen, it's that things will never remain constant. Your audience shares are either growing or declining, rarely staying static for an extended period of time. Even legendary brands like Z100 in New York once found themselves on life support, barely surviving the mid-90's Alternative music craze. The mighty KIIS in Los Angeles fell below a 3 share in 2003, struggling to compete as a pop-leaning Top 40 in an increasingly diverse market.
However, from those challenges came a rebirth. The ratings deficiencies at both radio stations forced management to retool with new morning hosts, some up-and-comers by the name of Elvis Duran and Ryan Seacrest. You may have heard of them.
The changes created a better product and set their brands up for success. But those improvements could only happen after facing the uncertainty of enormous ratings hardship.
And the same holds true in our personal lives. We go through seasons. It doesn't matter your age, gender, or income. You are going to experience moments of extreme stress.
But the key to creating positive momentum lies in how you handle it.
We can experience a long "winter" not just in our ratings, but in our finances, job search, relationships, and health.
Perhaps the first step to overcoming is to simply understand that no season lasts forever. Winter can feel like it drags on, but Spring is on the way. The seeds that are planted during the cold months provide next season's crops.
So what seeds are you planting for your radio station? How about your life?
Many people hesitate to pull the trigger because they feel like they have to "work up to change." Change doesn't need to be worked on. Change can happen instantaneously. It's progress that takes time.
Ratings will change whether you want them to or not. So will your relationships. So will your body. The way that change affects you depends on your level of preparation and the attitude that you choose each day.
In order for things to get better, you have to get better.
What are you learning? What are you going to do differently? What will you contribute? How will you show up each day?
It could be the difference in whether or not your station thrives in the Fall.
It will certainly make the difference in whether you are personally thriving in the Fall.