Improving Your Fall Ratings

The Fall ratings sweep begins September 18. As you drive through each week of the Fall ratings, consider these "Rules of the Road" ... the drive to get higher ratings. If you're an AAA member, you know they assemble a Triptik flip-map with directions on how to get from your starting point to your final destination. So to take your station from its present audience share in the last ratings to higher numbers in the Fall, create a plan. These checkpoints may be crucial in plotting your roadmap:

Set strategic goals and plan your ratings strategy based on a careful evaluation of previous ratings, and execute them superbly.
Enlarging cume and TSL often require different tactics. Core listeners (P1s) are essential to ratings since these are the people most likely to lengthen TSL. But a balance of core and cume audience is also important, so focus on satisfying both. Create a compelling mix of content for your entire listening audience.

Bolster your Time Spent Listening.
The easiest way to get more AQH listening is expanding the TSL. Find out what listeners want and give it to them, and do everything in your power to keep these core listeners happy and listening. Structure programming to keep the average listener for a longer period each time they tune in. Also, set more listening appointments by frequently promoting ahead. Give listeners reasons to tune in (or tune back in) more frequently. This helps even the "dial-puncher" to listen longer. Develop expectation when promoting ahead; tease and please.

Don't stop forward motion or call attention to stopsets.
Create an integrated programming continuity style with transitions that are seamless and forward-moving. Avoid "punch out lines" that signal listeners to tune out, like "We'll be right back" or "Back in two minutes."

Market the dial position aggressively.
It's what 90% of FM listeners write in their diary. Listeners must know your location as well as your brand name. The brand is your DNA; identity and uniqueness are crucial. Make your brand a household word.

Constantly say the station name and dial position on the air ... over and over.
Repetition builds recognition. Create produced promos and liners that sell listener benefits and reasons to listen. Also, target listeners who participate in ratings to get them to remember you; e-mail John Lund for examples.

Become #1 at-work.
Promote the station to people who can listen to it the longest -- and at locations where long listening spans occur. Promoting to the working person makes sense because they exhibit long TSL. Create contests that reward listening at work. Working people have more opportunities to tune to radio, and 8a-5p is truly Arbitron's longest daypart! And most people who listen to the radio at work listen all day.

Continually market the station every month.
Brand strategy marketing is more important than hit-an- miss marketing games. The station brand and what you do (your positioning statement) should be continually promoted on-air and in other media. The best position is unique, credible and beneficial -- the magic words that communicate your station's unique usage benefits.

Why do people listen?
Know why people come to your station, and why they stay. At most FMs, it's a combination of the 3 M's ... Music, Mornings and Marketing ... that forms the framework for top ratings. Play the best music for your core audience, have a great personality morning show, and market like crazy on and off the air.

Concentrate on talent basics.
Work with talents to hone their profession. Watch brevity, interest, idle chatter and the dreaded Screeching Halt Disease. Edit conversations to leave listeners wanting more, not less. Improve talent enthusiasm, energy, flow, listener interaction, payoffs and portability (info listeners can use all day). In radio royalty, Content is King and Execution is Queen.

Watch your competitors.
Set a future path with vision and direction, and know every competitive move and change. Instantly adjust when needed.