Your ratings are entirely dependent upon a listener’s ability to recall what radio station they listened to, when they listened and where they listened in a one week period of time. You can only imagine how fragile this methodology can be! Even your P1 listeners only recall listening about ½ of the amount of time they actually do. This is why we need to go to greater lengths to produce more clerical accuracy for each diary holder. It doesn’t matter what position you have in the market this is very critical. Here are the steps to enhance your listener-recall techniques that are designed to resonate with a Nielsen diary holder:
- Thank the listener for “spending time” with you, in various different ways, throughout each hour. This is far more effective than “hanging’ out,” “being with us,” “glad you are here,” etc.
- On, or very near, your last verbal-offering of each hour thank the listener for “spending the last hour” with you. Right after you say that, promote one primary thing that will be of interest coming up in the next hour, creating a listening-bridge from one hour to the next.
- On the last break of your show, thank the listener for spending the last couple of hours with you. Then tease who and what is coming up next hour.
- Use this technique each hour. [Make this a part of your show-choreography]
- Some of your hour-to-hour “spending time” verbiage could be done by pre-produced imaging as well.
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected].