Arbitron and Taylor Nelson Sofres Australia have contributed some summer break tune-up tips that might help you plan your radio programming and sales in 2003.
Your Chance to Shine in the Summertime
People are actually more likely to try out new radio stations during the summer holidays, according to a survey conducted in Australia by David Rogerson’s Strategic Media Solutions Pacific consultancy.
This random telephone survey involved people who had tuned to a radio station sometime during their summer break. It revealed that 69 percent of Australian capital city residents would be very or quite likely to tune in again to a “holiday station” they had sampled over the summer but not listened to in the previous 12 months. Similarly, the Holiday Listening Study by Arbitron also found increased radio listening during four national holidays in U.S. markets.
So be aware of the opportunity to capture new listeners from the 57 percent who take holidays between December 1 and January 31. They’ll be trialling your station during the summer break. It’s the perfect time to gain new listeners and cume.
Graph shows: 1,225 telephone respondents in all mainland capital cities. Holiday station defined as one that respondent had not listened to in the previous 12 months. Holiday Listening Study, SMS Pacific, 1999.
Other Studies
You can get additional useful programming ideas from the free studies on the Arbitron Web site. There you will see analyses of what happens when stations go to all-Christmas music, program to women’s specific needs, and more. (These studies are currently based on U.S. data).
Our PPM studies reveal that listeners sample stations at twice the rate that diaries report. Take advantage of this holiday-time opportunity to gain and keep listeners.
Time for Training?
As the business pace slows a bit during the holidays, it is a perfect time to review and plan that training that you have been wanting to do. Perhaps you want to sharpen your programming approach or make your sales efforts more productive. You might like to investigate the CRA Programming Distant Learning or Sales Training courses, programs at the Ian MacRae Radio School or courses offered by the Australian Film Television & Radio School (AFTRS).
Arbitron offers a wide range of training options for its clients, covering every skill level and product. In addition to on-site training and online self-paced courses, we now offer interactive Web-based training with live instructors conducting sessions at preset times. Students sign up and tap into their classes through phone and Internet access. It provides the best of both worlds—the convenience of training at your own desk, plus the ability to ask specific questions of a knowledgeable instructor.
Weave a More Alluring Web Site
Now is also a good time to tune up your Web site. It is an extremely important component of your station’s marketing. Arbitron’s study, An In-depth Look at the Content of Radio Station Sites, addresses what content radio station Web sites currently have, and recommends what content listeners are looking for.