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Closing the Engagement Gap

August 7, 2011 7 comments

Fred Jacobs invoked the 80:20 rule this past week to blog about the value of conducting research on loyal, committed  listeners.  He makes some great points. It also struck me that he might be on to something that could help close the PPM engagement gap.

PPM is re-writing the rulebook for North American radio by placing more emphasis on exposure, and less on engagement. Listeners no longer have to be sufficiently engaged in a station to remember listening to it, they only need to be exposed to the signal. And so it is that low engagement, mass appeal music machines tend to do better in PPM than in diary.

That’s not all bad of course. Radio and its advertisers get a better measure of how many people actually hear the station and the ads it runs.

But there’s also a problem: as PPM leads radio away from engagement and towards exposure, more and more advertisers are heading in the opposite direction. They’re upping their spend on digital and social media precisely because these media specialize in engagement vs. exposure. By putting all of its apples in the PPM basket, radio risks falling even farther behind in losing those engagement dollars. Arbitron appeared to be on the way to closing the engagement gap with their “Radio Affinity” research project, then abruptly shelved it late last year.  

That leaves it to stations to reach out to their loyal audience base, and not only find out what would get them to listen longer but also what would encourage them to engage with advertisers.  Doable? I think so.

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