Radio as an industry has a lot of adjusting to do.
The shrieks of disbelief when the December PPMs came rolling in from Detroit were audible as far south as Port Au Prince. The All Christmas format had roundly spanked every station in the market, with a dramatic ten share. In most industries this would have been shrugged away but as with everything else in the radio industry, trades immediately starting buzzing.. "Wow! PEOPLE LOVE CHRISTMAS MUSIC!"
Now, San Francisco PPMs are in, AND....
After a 30-year reign, Citadel
news/talk KGO/San Francisco has been surpassed as the No. 1 station in
the market by Entercom AC KOIT in the Holiday 2008 PPM results released
by Arbitron on Wednesday (Jan. 28). KOIT, which went all-Christmas from
Nov. 21-Dec. 25, 2008, rose from a 6.1 in December 2008 to an 8.3 6+,
while KGO slipped 6.1-5.4. The last station to overthrow KGO from the
top slot was top 40 KFRC, in 1978.
Ugh. I am waiting for someone to actually suggest a 365 terrestrial radio station. Radio is amazingly herd-like, so I am afraid that might actually come up at a meeting this year.
What does it all mean? PPM panelists therefore cannot physically get enough of O Tennenbaum? No. It means that panelists and listeners in general are telling us they want something different. The stations that suddenly sprout a Cialis sized yule log simply sound different from everything else on the radio. So to answer the question of what does it all mean.. the listeners are finding us BORING, and they are right.
Tightly programmed formats are necessary to have a radio station, so I am not saying that we should we need to all go pirate radio, but the way we present things has become painfully predictable. Creativity must be returned to radio, or listeners will just keep searching for things to listen to. Want to be a succesful radio station in today's industry? Make them stick around for a while.