Radio Waves

Ratings

Radio people are not generally numbers-nerds; we tend to be very creative, action oriented, and less inclined to pore over tables, graphs, and charts. The most successful among us learn to read and use data, but very few of us start out in the industry successful. The challenge of delivering actionable data to radio people via a tool they use themselves is twofold:

  • How to show it in a way that makes sense and is easy to read
  • How to make the numbers easy to manipulate to see exactly what you want to, to a very granular level

There is a legend within the company that our CEO and founder used to test new functions on his mother: if she could use it, any of our clients could. I don’t know how much of that story is true, but I do know from our clients that the ratings tool is one of the easiest and most exciting in the RadioAnalyzer toolbox.

The basics are simple: choose a timeframe, choose which days you want to see, and what times. Then take your pick of viewing months, weeks, days, hours, or even down to a very granular individual minute. Done.

Ratings
Trend showing a full week of data on the station. Note the drop in afternoon listening on Wednesday, the overperforming morning show on Thursday, and poor breakfast on Friday.

 

If you want to not only see how you are performing, but exactly how much better or worse that is to your normal listener behavior, you can add an average curve (in black) to better read the data. You can also add layers of regular and casual listeners, other stations within your group, and more.

Clients use Ratings to identify successful promotions, view data on special days, or just to keep an eye on the overall station development. If a problem or a positive result is spotted, they zoom in to a granular level to figure out what exactly works well and what doesn’t. I use ratings as a one stop 5-minute tool to identify overall station growth or loss as well as exemplary programming on individual days.

While every client receives individual training from us on site, we have a “refresher” video showing the function and usage of Ratings. Take a look and let us know what you think.

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