Your Strategy For Fall Ratings

Your growth in the next ratings sweep begins today, with a solid strategy for improvement. This week, The Lund Letter helps you chart that course.

Past Performance

• What happened when the Fall ratings were released in early 2010? You likely conducted a ratings review, wrote an analysis, and set goals for improvement of TSL, cume and AQH. Do the same now with the Spring ratings.
• List what promotions and contests were conducted through the Spring with exact dates ... and note what the competition did that may have affected your showing.

Present

• If Arbitron, Eastlan or Nielsen rates your market, you may already have your Spring numbers. Review all the data, and write a review. Produce a multi-book trend report for cume, TSL, AQH, dayparts, and demos to track achievements and changes since the previous report. How were previously set goals met or exceeded?
• Examine competitive changes in programming and ratings that occurred in the last six months.
• Conduct a thorough evaluation of your programming, including music, syndication, format enhancements, air talents, news, etc. ... and make calculated adjustments accordingly.

Future Planning

• Set strategic goals for the Fall ratings sweep. Utilize the Lund Strategic Planner to create an action plan and set objectives. Write your fall goals and plan: where you need to grow ... and how will you get there.
• Create promotions, contests, and external advertising based on goals and budget. The Fall Eastlan and Arbitron begin September 16th. Programmers will find our Countdown to Fall daily PD calendar and day-timer helpful in plotting every task and responsibility.
• Plan a detailed promotion and contest calendar through the end of December. Consider back-to-school, Labor Day weekend, your first Fall contest starting prior to September 16th, the 8-week Eastlan or 12-week Arbitron, Halloween in October, Veteran's Day and Thanksgiving in November, and Christmas programming.