NEW YORK CITY MARKET SUMMARY
If I were a new CCM launching in NJ or NYC today, in spite of some competition, I am pretty confident I would find room to create an engaging product.
Keep in mind that this chart is assembled using in market airplay, sales, streaming and research specific to this region.
With that being stated, immediately impressive off the bat is that of the Top 7 Moneyball Songs, KLOVE shares 6 of them. And because of that, the opportunities are slim, but they exist.
With Moneyball, the focus is ALWAYS on the top 15 songs, as most songs beyond that range are not the passion triggers to draw in listening.
The first opportunity to OWN something is HILLSONG UNITED’s So Will I, and as there is a mass exodus of stations jumping off this song, I would not. All signs point to this being a healthy song for America’s Number one city, so this is where I would start the differences that would create a more targeted product.
I would put both versions of MercyMe I Can Only Imagine in a Medium or B Packet. Regardless of the movie not being in theatres any longer, the consumption rate of that song is outrageous. I’d use that passion and familiarity in this moment to separate myself from Star 99.1 and KLove.
There are five titles from song #8 to #15 that WAWZ is not on, and that creates a lot of opportunity.
I would be on Joy from FK&C, Austin French and Natalie Grant, and while these are opportunities created from WAWZ’s lack of airplay, I’d do the same with Hillsong Worship’s Who You Say I Am, which is not on KLOVE, but is supported on Star 99.1.
And I would join KLove on the healthy spins of Zach Williams, TobyMac and Do It Again from Elevation Worship to create a familiar product that new listeners could bite down on, as we developed our local strengths & nuances that would run in between the songs.
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]