Earlier this month Inside Radio reported that “no format had
more momentum than country” heading into the second half of 2014 and that the
format had already matched its PPM high of last July during the “summer of
country.”
Also in that article partner Becky Brenner referenced
A&O&B’s “balance” philosophy when she stated that “a balanced menu from
Music Row is seen as essential for growth.”
So how is this year’s music shaping up so far compared to
the first six months of last year?
To explore this, A&O&B looked at our music testing
data from January 1 to June 30th of this year and compared it to our
data for the same time last year. We focused on two metrics: “Total Positive”
and “Like A Lot” and compared songs completing their life as currents in the
first six months of each year. This included all songs played in the first half
of each year, whether or not they went on to be played as recurrents.
First, the Total Positive and Like A Lot scores for the
first halves of 2013 and 2014 were nearly identical.
Total Positive Average (higher is better)
|
Like A Lot Average (lower is better)
|
|
All Songs First Half 2013
|
72.6
|
9.1
|
All Songs First Half 2014
|
72.7
|
9.0
|
Digging a bit deeper and looking only at the Top 20 Testers,
the scores again were nearly identical.
Total Positive Average (higher is better)
|
Like A Lot Average (lower is better)
|
|
Top 20 Songs First Half 2013
|
77.7
|
4.2
|
Top 20 Songs First Half 2014
|
77.5
|
4.2
|
Finally, we compared the Top 10 Testers for the first six
months of each year. Here, with smallest
sample – just 20 titles – 2014 scores were slightly softer than 2013.
Total Positive Average (higher is better)
|
Like A Lot Average (lower is better)
|
|
Top 10 Songs First Half 2013
|
78.9
|
2.4
|
Top 10 Songs First Half 2014
|
76.6
|
2.8
|
Looking back over the past several years (as a company we've been tracking and trending music data since the late 90s), year-end scores have softened
slightly since the peak of 2011.
And,
while this year’s top-10-to-date are scoring slightly below those from the
first half of last year (we are talking small changes not dramatic drops among
a tight group of titles) overall the format remains in the strong music cycle that began in 2009.
Still, tenths of a shares matter and identifying and giving maximum play to the
songs that mean the most to your listeners is a no brainer.
For many stations the budgeting process for next year is
getting underway making now an appropriate time to explore ways to make music
testing part of your budget for 2015 (disclosure: A&O&B stations have
access to free, online current and gold online music testing using the
company’s software).
And while you’re at it, why not have a discussion about the many
ways you can interact with listeners and commit to a plan of action.
Keep the momentum going.
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