For this TSL trick Buzz looked at the Arbitron editing process which gave you credit for the full 15 min quarter hour as soon as you had 7 minutes of listening in the quarter hour. If you tuned out at 10:07 for another station and noted that in the diary the full 15 min segment to 10:15 was credited to your station.
Buzz looked at the clocks of the day and there were many that ran spots at the :15 and :45 slots and also often ran news at the top of the hour. Buzz's idea was to move the stop set to at least 7 minutes into the quarter hour and try to get credit for the full quarter hour as much as possible.
Today you can still see that pattern in most of the stations we listen to. Breaks typically at :22-:25, maybe one around :37-:40 and the last one close to :50 or even later.
While this trick looks like it can't miss there are a few issues. The first is that hardly anyone fills out a diary minute by minute with the exact time logged in the entry. We really don't know how the diaries are filled out by the listener. Some recall what they did today and log it in estimating what they listened to, others fill it out minutes before the mail truck shows up, others may jot down a few entries throughout the day and try to keep up. Even if they did fill it out right to the minute on their wrist watch - how accurate is their watch?
At the time when the news of Buzz's innovation circled the PD world - clocks changed instantly. In the end we now have different credit rules with PPM and in PPM the actual listening is automatically recorded so there is no diary keeper estimates in the data. While we all jumped and Buzz is still a genius programmer on many levels this one probably didn't deliver much help in building TSL as we would have hoped. Today in the PPM world spot placement follows many new innovations that throw out many of the traditions from this tweak. We'll cover that more as this series progresses.
Next in the evolution of TSL came the More Music and Longer Music Jams we'll take a look at these tactics next week as we continue to explore the many facets of building TSL. TSL is a huge challenge as we continue to see more and more options to listening to music from the digital world and over the next month we'll take a full look right here. Thanks for stopping by and pass the word.