Friday, March 29, 2013

TSL Part 7 - Picking Your Moment

As we head into our 7th in a series on Time Spent Listening tactics we have covered different theories, tricks an practices programmers have used to improve TSL.   Radio is clearly facing lots of new options for entertainment and music as the internet continues to expand.   While we have seen our cume levels hold up fairly well you can see that all the new options are draining TSL.   We have been reviewing the evolution of the past tactics in this series to get all of us focusing more on strengthening TSL.

This week we are looking at some new thinking that is starting to evolve as we see more and more data from  the PPM world.   The thought here is to focus on key stop sets or key times of the day when you have high usage (PUR or PUMM) and can get the most impact from a TSL extending piece of programming.

Mark O'Neill and his ROI Media Solutions team are behind the discoveries here and Mark spoke the the last Arbitron Programmers Conference in December.
Mark's Proposal here is to look for those key moments during the day that occur on a regular/daily basis and use those to implement key TSL tactics.  For example you may find that around 4:40 you see a spike in overall listening on a consistent basis but for your station there is perhaps a dip in listening or no advantage to you even though the 'tide is high.'

Mark's idea is to 'fire your tactic/heat seeking missile' here.  It's more than just roaming over the listening levels and then looking at your ratings.  PPM puts out a TON of data and bringing it all together takes careful sorting of the data and unique analytics.    You can learn a lot more catching Mark's presentation here.

You may wonder how just focusing on one quarter hour or even a key stop set could actually bring on a meaningful gain for the overall ratings.  Mark's theories and proposals seems to have 'proof' that there are clear improvements with his tactics and strategy.  You can learn a lot more catching Mark's presentation here.

TSL is going to be the key to keeping terrestrial radio strong as more and more options appear.  We'll sum up the series next Friday with a review and some thought/debate on the effectiveness of the strategy and tactics we've used to improve TSL over the years.    Thanks for sharing this series with fellow programmers. We all have a great opportunity and a big challenge ahead as more and more options for the audience appear daily.

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