JC Patrick shared some positive audience numbers on the PRADO list today.
Subject: [PRADO] Article on Research Director Public Radio Benchmarks
From today’s commercial radio enewsletters - this one from All Access:
§ RESEARCH DIRECTOR, INC. recently published a series of ratings benchmarks
for radio stations in PPM markets. The original study examined over 1,700
radio stations in the 45 non-embedded PPM markets, and segmented them into
various format groups.
As a follow-up, RESEARCH DIRECTOR has now produced benchmarks for
non-commercial News/Talk and Classical stations. The same time period was
utilized (average of the OCTOBER 2010 through SEPTEMBER 2011 surveys). The
non-commercial News/Talk format group's performance was also compared to its
commercial All News and News/Talk counterparts.
Among the key findings:
* The average non-commercial Classical station has a P6+ total week time
spent listening of 3:19. This is higher than 15 of the 18 commercial format
groups analyzed.
* Non-commercial News/Talk stations do a great job recycling between drive
times. Of the typical non-commercial News/Talk radio station’s AM Drive cume
audience, 64% also tune in during PM drive. When compared to the average
station (all formats, commercial and non-commercial), that is 16% above the
norm.
* Non-commercial News/Talk stations also perform significantly better than
their commercial counterparts when it comes to weekday-to-weekend recycling.
Of the typical non-commercial News/Talk radio station's weekday cume
audience, 42% also tune in on the weekend. Compare that to 28% for
commercial News/Talk and 36% for commercial All News.
RESEARCH DIRECTOR Managing Partner MARC GREENSPAN said, "These benchmarks
are designed to help public radio stations assess their rating position and
determine ways they can grow."
Pres. CHARLIE SISLEN added, "With tighter budgets, it’s difficult to attract
new listeners, and therefore grow cume. Alternatively, stations can focus on
taking their existing cume and getting them to listen longer."
RESEARCH DIRECTOR, INC.'s report, "How Is My Station Really Doing? Public
Radio Edition" is available here
<http://www.ResearchDirectorInc.com/newsvault.asp> . The complete PPM
Benchmark study for all formats, originally published in DECEMBER 2011, is
also available there.
J.C. Patrick
Marketing and Fundraising Consultant
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