DES MOINES MARKET SUMMARY
When you look at the Top 15 songs and see that the local CCM station in Des Moines is not playing 8 of the Top 15 songs in this market, knowing that this chart is derived from local streaming, sales and airplay, it is quite baffling.
Even more so, when you witness that KLove is playing all of the songs in the Top 15. The strength that a local station has against KLove is to be local, and win the locals, but in this side by side after all the sources of music are calculated, the national network is actually closer representing the taste buds of the Des Moines marketplace.
The featuring of markets is a random process, first picking a letter, in this case, “D”, then picking a number between 1 and 3 for major market, medium and small. When we hit a letter and number combo that doesn’t work, we attempt the letter with the next number.
Last week we featured Greenville SC, which also had KLove as a viable competitor, and in that chart the local station represented the market about as well as a station can. This week, we see the exact opposite.
The downside to doing this weekly local market chart is that from time to time it has a tendency to reveal a market where there are flaws in the programming. That is not the purpose of these weekly charts, and in fact, we find weeks of this nature unfortunate.
For this weeks National Moneyball Chart go here.
MONEYBALL MARKET METHODOLOGY
The Moneyball method is much more effective on the local market level, than it is on the National level, as the strength of Moneyball is to separate markets by their specific activity.
The Moneyball methodology doesn’t create an aggressive chart that is ahead of the market’s appetite, instead it simply highlights the titles that have traction based on several local city measurements from market airplay, sales, streams, and if available, Shazams, revealing present tastes, not future tastes.
The difference between the Moneyball Chart and a consumption chart is that Consumption Charts are positioned from the perspective of the record label, breaking down the many different angles that the end user is consuming their music from.
Moneyball is created from the perspective of the potential listener and the data is calculated based on a song’s existing market exposure. This exposure or awareness of a certain title sometimes exists in the market, even before the song begins getting airplay on the local stations. Worship titles like ‘Oceans,’ ‘O Come To The Altar’ and others may get a spark from worship in a local church first, then being undeniable in local reaction for radio to not give those titles airplay.
Email Rob Wagman [email protected]