The margin of success… and failure is ever narrowing. A case in point is Fox’s "Anchorwoman" debut and demise. After just one poorly rated episode, the network canned the show. With the benefit of overnight ratings and Fox’s internal metrics, the decision was apparently a no-brainer.
While the speed in which this call was made may surprise radio people, it’s something we’d better get used to. The spread of PPM will usher in a similar ability to make decisions much faster. We are already seeing the time frame for judging a new station dramatically shrink in Philadelphia, as Clear Channel’s WRFF made a quick impact. In just a few weeks, it was possible to track that station’s rise. In the "old days" of the diary, it would have taken a couple of books.
While evaluating new formats may turn out to be fairly simple decisions, morning and personality shows will likely be an entirely different matter. While true that PPM will provide us with a much quicker read on initial impact and cume, broadcasters will now have entirely new determinations to make. What is a logical time horizon for a new show to have positive impact? How long should broadcasters wait before shifting personnel, revamping a show, etc.?
Like many things, PPM will provide more speedy data, but it will also generate new questions, concerns, and dilemmas. At the recently held Consultant Fly-In, some of these issues were discussed. But talk is one thing. And seeing weekly ratings reports is another.
While Lauren Jones, the former star of "Anchorwoman" has to be sorely disappointed by Fox’s cancellation, radio will indeed benefit from better, speedier, and more accurate data.
You can see our "PPM Rocks" presentation at the Jacobs Summit in Charlotte, NC, on Thursday, September 27th. It features Arbitron’s John Snyder, and Greater Media Philadelphia’s John Fullam, Charley Lake, and Paul Blake. RSVP Lisa Riker at lisariker@g5j.8ac.myftpupload.com
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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