Prepare For Spring Sweeps

Arbitron and Eastlan ratings begin March 31st. Canadian BBMs start February 28th. The things you do or do not do in the next few weeks will help guarantee better ratings ... or help your competitors. This week, we examine some core areas to boost your chances of a great Spring ratings report.

Influence Time Spent Listening by courting your P1s (first-preference listeners), who may provide as much as 80% of your overall time spent listening. For music stations, focus on your 10-year core and give that group what it wants. For information stations, know the hot-button topics and kinds of news stories your audience desires. Set listening appointments to capture repeat tune-in and stretch TSL. Be consistent in formatics and on-air marketing. Dial positions are used more than any other ratings identifier, regardless of survey methodology. Say it often and brand constantly. Repetition builds recall.

Social media provides additional low/no-cost methods of building cume. Use Facebook and Twitter to drive current listeners to your station and to acquaint their friends with what you offer. Social media is not a promo or liner, but a shared message of interest. Yes, it can be used to build cume through contest opportunities, too. Master the art and reap the rewards. Don't ignore traditional media to win new listeners. TV time can be traded much more easily this time of year when avails are more plentiful. Consider joint TV promotion to piggyback their audience to yours (and vice versa).