Fall Planning

Most stations have fall ratings sweeps, and even if you don't your listeners are still "rating you" every day. As you're digesting Spring ratings, remember that Arbitron and Eastlan both begin surveys on September 17th. Canada's BBM ratings begin September 1st. Programmers and management are tuning up the broadcast engine now for a strong performance.

Ratings dominance comes from a good mix of EUC:

Entertainment -- The "E" Factor

Except for information formats, music is the #1 reason listeners choose a station. Is yours on target, and striking the right nerve with your core audience? Is there a balance of star quality in the music, or does it sound too unknown at times? Now is the time to check the library for hits and misses.

Uniqueness -- Branded To Be Distinct And Identifiable

Can listeners easily tell their friends who and what you are? If you cannot do this in a few words, neither can they! Is your brand properly sold on-air, on your website, and in external advertising? Owning top-of-mind-awareness works wonders with diaries and telephone recall for ratings surveys, and even influences PPM metered listening.

Compelling Content -- Creating The Urge And Need To Listen Regularly

Learn a lesson from "American Idol": Make people feel they will miss something if they don't come back for the next show. Have content rich enough to create desire and demand, and promote it effectively to bring the audience back every time.