Bridge Ratings Find Radio Missing Out On Streaming Hits

Radio Missing Out On Streaming Hits

In the latest BRIDGE RATINGS "Navigate the Future" blog, "Radio Continues To Miss the Hits," DAVE VAN DYKE compares radio adds to streaming activity and finds that it's missing or underplaying 47% of the most popular songs, compared to 40% last year.

In a survey conducted JUNE a year ago and the same month this year, four formats -- Hot AC, Mainstream Rock, Top 40 and Urban -- have added to their playlists more eventual chart winners than losers, while Alternative (from 40%-20%) and Country (from 70% to 60%) are down.

And while indications are radio programmers are starting to pay more attention to the streaming services, there is still a reluctance on their part to fully use this valuable data.

As the blog concludes, "Before the potent research data of on-demand streaming, radio programmers used to 'pick the hits'. They listened to songs and determined for listeners what deserved to be heard on the radio. 

"Today, though, the listener is in command and radio programmers who heed the data are seeing improved station loyalty, more frequent listening occasions and longer time-spent-listening. "

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