07/17

Radio: A Sure Path to Lower Ratings

Nickelodeon Distribution Problem is a Warning for Radio Broadcasters

So the early results are in in the battle between DirecTV and Viacom, and they’re not pretty – for Viacom.

Thanks to a deal dispute, Viacom has been off DirecTV for several days.  That is, distribution – attention – has been reduced.  And the impact has been dramatic.

According to the LA Times, Nickelodeon’s ratings are off 33% as a result….

MTV’s total day average went from almost 500,000 viewers on July 10 to 273,000 on July 13, a 43% dip. VH1 has dropped almost 30% of its audience and Comedy Central is off 21% for the same period.

All of this is a result of decreased distribution – less attention.  So what does this have to do with radio?

If your signal isn’t great, you will suffer decreased distribution.  Less attention.

If your signal is good, but it can’t penetrate buildings, you will suffer decreased distribution.  Less attention.

If you’re on AM rather than FM, you will suffer decreased distribution.  Less attention.

If you are ignoring or under-utilizing digital platforms, you will suffer decreased distribution.  Less attention.

Success is impossible in the face of decreased attention, no matter how good our intentions may be.

Attention is about being where consumers want us to be in the form that suits them there.  It’s about making it easy for consumers to experience our brands any way they want, any place they want, at any time they want.

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