Wednesday, November 30, 2011

Quick Checklist for A-B-ing Your Competitors

This week we got a preview of a new study of PPM data from Arbitron in conjunction with Mediabase and Inside Radio which showed country stations, whether ranked first or tenth, had similar patterns of spinning currents.

Regarding the percent of top-10-charted songs played IR notes, “The percentages hardly vary whether the station is No. 1 in 25-54 (18% of spins) ranked No. 2 - No. 5 (17%) or ranked No. 6 - No. 10 (16%).”

There was less difference in the percent of songs spun that were charted between 11 and 20 and no difference in percent of played songs that had chart positions between 21 and 50. 

No surprise. 

When comparing country stations in a market I typically have a longer list of differences not related to current music.

Here are some common differentiating factors/branding elements to listen for when A-B-ing or looking for competitive opportunities:

1.    Non-current music characteristics: Chronology, Tempo, Core Artists and their exposure

2.    Commercials:  Load, execution, quality. Are there differences listeners will readily pick up on?

3.    Talent: Uniquely enhancing the listening experience or detracting for it or simply invisible?

4.    “Feel Good” factor

5.    The “Buffet Line:” What’s on it and what percent of it would I come back for/did I really want to consume?

6.    Promotional activity

7.    Stationality/Imaging

8.    “It” factor: Intangibles that cause me to believe I’ve made the best/most relevant/best values-match choice.

9.    Degree to which my pre-tune-in expectations were met.

Have something to share that differentiates your station or a competitor?

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