Not All Songs Are Hits
The major three formats
(AC, Country, HOT AC) that target 25-54 all have one important
thing in common. They all play approximately
50% currents in their music
format.
Average # yearly
adds per station:
91.83
A Reality
Check
At the end of the year, out of the 91
records added and played, the listeners really care about
the top ten songs only. For the benefit of this excercise,
if you were to double that figure, and say the listener
cares about the top 20 songs that year, that would mean
that those stations would still be playing 71.83
"who cares" songs thousands of times a
year.
The 71.83 songs end up
being "turntable hits." Every time one of these records get
played, the chance that a listener tunes out to another
radio station increases dramatically. These records
generally never make it into a gold category.
In a 14 record music hour, a station that plays
50% gold, would air seven currents and
recurrents.
Out of seven currents & recurrents, three of
the records aired will achieve legitimate gold
status.
That means four of the records aired
each hour have little to no emotional, sales, or chart
impact, and could be viewed as being
“mistakes.”
Over a year, the station will air these
“mistakes” 35,040
times.
(4 x 24 = 96 x 365 =
35,040)
To get high quarter hours, get rid
of
tune outs. Unfamiliar music, or music that the listener does
not care about, will
kill
time spent listening. Any station that can eliminate over
35,000 errors has a distinct advantage in the
ratings.


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