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Curran Pens ''A COVID Vaccine For Radio: An Open Letter''
RADIO ONLINE | Wednesday, March 10, 2021 |
After a year of sustained disruption and personal sacrifice, listening has rebounded, but it hasn't yet recovered writes DMR/Interactive President and COO Andrew Curran. In many PPM markets, Women 25-54 levels remain off by 30% from before the pandemic. Moms are holding their families and their careers together with the same tape they have been using since last March and it's barely working. Across the country, 40% of Women 18-49 are currently experiencing anxiety and depression according to the Census Bureau.
"One of the hidden causes of this sustained anxiety and depression is that it was never supposed to last this long," said Curran. "As the recovery accelerates, it's all about rebuilding listening habits. Market leading brands must offer greater depth and relevance in order to be top of mind and win the occasions necessary to outperform the market."
This recovery, which is not guaranteed, is the subject of Curran's latest Open Letter to Radio.
As communities prepare to fully reopen, for the first time, radio has to re-introduce itself to former listeners, particularly those female loyalists who have been sidelined since last March, working from home and managing distant learning said Curran.
"In order for PUMM Levels to truly recover, market leading stations must rebuild listening habits that will sustain ratings and revenue growth. It starts with a culture that puts the listener at the center of every decision.
"Across markets and formats, winning the recovery is based on the on-air product and "Can't Miss Moments." In a world of 8 second attention spans, radio's immediacy, localism and authenticity provide meaningful content that listeners tune-in to hear and advertisers pay to be part of.
"Along with great programming, when it comes to listeners, it's essential for stations to capture opt-in data and build relationships. According to Nielsen, just one hour per day makes someone a heavy listener. That means audiences spend 96% of their lives away from radio. Knowing your listeners by name and staying in-touch with them off-air are essential elements to winning their next occasion.
"When it comes to station marketing, rebuilding listening habits cannot be taken for granted or left up to chance. Break through the noise with repeat and varied contact that features a targeted mix of integrated, individual touchpoints. Along the way, celebrate your listeners and invite them to share their favorite station with family, friends and co-workers.
"As everyone looks ahead to more vaccines, the ensuing recovery of ratings and revenue will depend on the ability of stations to super-serve listeners and drive daily cume," said Curran.
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