Music scheduling in radio has become a fine art. The various scheduling systems provide infinite possibilities for coding, sequencing, and arranging the music as strategically as possible.
And what’s the yardstick? Popularity scores, for the most part. But as smart programmers know, there’s more to music than the popularity of a song. Is it a novelty song, how is the pacing, will it end up being considered a classic at some point?
Of course, there’s a song’s energy – and that goes beyond tempo. It speaks to emotional power of music – songs that get you dancing, driving a little faster, singing along, and playing air guitar or drums.
Many who make the music decisions at the station often default to these songs when scheduling. They sound great coming off a produced ID or out of a long commercial stopset. We wish we had more of them to play.
But none of that is scientific. It’s the gut reaction that many develop over time, after studying music tests, seeing dial tests in action, hearing songs performed in concert, or hanging out at a wedding or Bar Mitzva and studying what seems to get people off their butts. Those party DJs become very knowledgeable after a while by observing people engaging with music.
High-energy music is one thing. What about high-energy ads?
A recent story in Study Finds by John Anderer makes the case that uptempo commercials encourage attention. At least that’s what the research says.
A team from Notre Dame analyzed more than 27,000 network TV ads (including most of the spots that have aired during Super Bowls). To categorize these spots, the research team used Spotify’s “measure of energy” gauge. Spotify defines energy this way:
Committing this definition is smart when you have thousands of employees subjectively coding music. In much the same way radio programmers use tempo codes in music scheduling, they used similar criteria for this research study.
And their findings?
The researchers found a connection between energy in commercials and a viewer’s level of arousal.
That is, there’s a positive correlation between energetic ads and consumers’ level of attention. So, in addition to respondents describing high-energy ads as “fast,” “upbeat,” or “exciting,” they were more present and attentive while watching them.
In radio, we know this phenomenon well. It’s the difference between listening to a music station in the background versus a more lean-in relationship with the content.
Of course, the researchers offer the usual caveats – demographics, ad type (food and beverage ads test better), placement, and time of day.
This last one is an interesting variable because it closely aligns to radio programming – time of day. The study’s lead, Joonhyuk Hang put it this way:
“By matching the energy level of ad content with consumers’ state of mind, we believe advertisers can expect higher levels of acceptance and effectiveness of their messages. For instance, advertisers might want to vary the energy level of their ad content between day and night.”
You mean “dayparting.”
The idea of mood tracking while consumers listen to music is nothing new, but it is becoming more scientific. Automakers are now striving to make their vehicles sync up with a driver’s mindset.
At CES 2022 this past January, we saw more and more concept vehicles with cameras inside the car, monitoring the mood of the driver – is she fatigued, distracted, depressed, angry, or what?
And what is the music she often listens to when she’s in one of those moods? This is where the vehicle’s AI kicks in to deliver a compatible experience. In the picture below, Paul is in a concept cockpit designed to deliver just that – a music playlist that reflects his vibe.
It was created by Samsung, and notice that on Paul’s wrist is a watch that monitors his vitals – heart rate, etc. – to better match his feelings at the moment. What kind of music does he need at this point in time to feel better as he commutes to work or takes his dog, Teddy, to the vet?
When programming our radio stations, our tool kits are not as sophisticated. Us PDs may not be PhDs but we still might have a leg up on the scientific community, especially if we’ve been doing this for awhile. And now in Techsurvey 2022, we’re providing more actionable data to help guide programmers. A question series we borrowed from Jeff Vidler, head guy at Signal Hill Insights provides a listing of the top activities most compatible with radio listening.
None of these is surprising, but when you get more granular with the data, and look at it by format, gender, ethnicity, and among a station’s own listeners, you get a flavorful view of what your audience is doing when they have your station playing.
The old adage that time of year plays a role in musical mood matching still holds up for most PDs Especially in cold weather markets where people have endured another long and gray winter, there’s a lot to be said for those sunny days, the top’s down, and maybe we’re driving a little faster.
That’s the time radio can provide that perfect soundtrack to match the experience. It doesn’t mean a ban on ballads. But it does suggest a basic diet of musical energy.
Mood, tempo, and being in the musical moment of an entire demographic or a market is no easy task.
But programmers and talent know great high-energy songs when we hear them.
Those are the ones where we simply “turn it up,” pay attention to the song, and less attention to the speedometer.
Enjoy your summer.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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“It’s not how long you make it…but how you make it long. When a station sounds great, they come back for more!
Thanks, Clark.
Some random questions/thoughts:
1) If all ads were high energy, would they all attract more attention or would that just be the default ante up position, nullifying their edge.
2) More research around dayparting could be helpful to radio. Given that work listening is a key element for radio while the workspace being redefined, an updated, informed look might make sense. Maybe an 8 minute stop set is the best option in some dayparts and not others.
3) Jerry Lee did a pretty exhaustive study on what makes radio ads most effective and I don’t think he charges a lot to learn what he found works best.
4) Has anyone actually researched whether more uptempo songs than usual on the first few sunny warm days in a cold climate actually increases ratings? With PPM it would be relatively easy to find out.
As always, Bob, this is a well-thought-out comment. I would believe Jerry’s research over this Notre Dame study, especially as it pertains to radio. And your point about using PPM to “test” whether uptempo songs work in the ratings is a fascinating one. It would help if a station did this for more than an hour in order to judge the effects. thanks for commenting.
I remember how radio stations that reached the beaches would program more fun & upbeat songs for people who were out in the salt air and sunshine.
And I remember Jim Ryan once saying he starts playing Christmas music when he walks out the door of his building and it’s snowing. He didn’t go by a day on a calendar.
Radio was good at living in the moment.
That’s what I’m thinking, Dick. Maybe one day all the AI will catch up–maybe even pass–us humans. But until then, well, I’m reminded of the old definition of “obscenity”: “I know it when I see it.” The audience “knows” the right song when they heart it. Any PD looking for ears better know it, too.
Exactly, Dick. You described a programmer’s job. It’s not a “set it and forget it” task. Great PDs program in the moment.