What Your Audience Is Doing When They're Not Listening To You
March 7, 2017
Radio listening remains strong; Nielsen's latest Comparable Metrics Report revealed that radio reaches 93% of the U.S. each week.
The audience relies on us whether they are at work, at home or in the car. They trust we'll curate the best music, and keep them entertained and informed.
We also know they have other choices. And those choices are some of today's best time sucks.
It's a battle for attention.
So as a follow up to 2016's, "What Happens in an Internet Minute" – here is an updated version of what's going on right now as we're pushing out music logs, coaching talent, collaborating with advertising partners and being captivating on-air.
Look at what plays out every 60 seconds online in 2017.
Then ask yourself, "How is our radio station best serving the audience's daily lives?"
It's a serious traffic jam out there:
And it's only going to get busier.
People are already viewing multiple screens during events and toggling social platforms at lightning speed.
It's critical we understand what the audience is doing when they're not tuned into us; or when they are listening but dividing their attention between us and other activities.
Knowledge is power.
Before you do that next break, write that next promo, create that next big promotion; remind yourself what's happening every 60 seconds in lives of the audience.
How can we make our stations cut through all of that noise and drive brand strength?
Brand strength, after all, drives financial value.
Technology is making our lives move faster, sometimes more complicated, and our thoughts and actions less private.
At our radio stations we can get lost in the frenetic energy of each day and forget that the greater purpose is to serve the audience – to come at creative from their point of view.
We're not always going to hit the mark.
But we'll get closer every time we try when we have the understanding of what is happening around us - every 60 seconds.
(This graph was fun to create but I did not do it alone. Thank you, Greg Smith, VP Sales/Cumulus-Detroit, for helping me with my math!)
Reach out to me anytime on Twitter @lorilewis.
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