- 08/08/2019
- Posted by: Mike O'Malley
- Category: country radio programming, Nielsen ratings, radio programming, Radio Ratings
Spring 2019 ratings data from Eastlan and Numeris are out now and the last of the Nielsen diary reports hit desks next week. The three metrics most programmers will go to first are Share, Cume and TSL. It’s the latter that often generates the most conversation and sometimes the most controversy. That’s because there are so many things that can help or hurt your Time Spent Listening.
What Lies Beneath the TSL Surface
Truth is, TSL is a funky metric because how many different things can impact it. Typical go-to thinking is that TSL is primarily driven by music and/or contesting. But, while these both may well have factored in, it’s very likely they’re not the only reasons the TSL is what it is.
If you really want to get under your station’s TSL hood, you’ll need to delve into as many TSL-influencers as possible.
And there are a lot of them to consider.
21 Things that Can Help or Hurt Your Time Spent Listening
I recently counted 32 – 21 of which I’ve included in the chart I created below. These 21 factors that have the potential to influence TSL are on the left with thinking points/strategic planning prods on the right.
Some will be more familiar than others. Some will occur more frequently than others. But all have the potential to either help or hurt your Time Spent Listening.
Are you ready to dive in?
We typically (and correctly) work on music, promotions, imaging, and talent in order to set ourselves up for good TSL. And that of course is what we should be doing.
However you’ll have an advantage over your competitors if you go deeper.
Use the chart above to help interpret your most recent TSL. It will help you zero in on things that should be considered for adjustment as well as things that shouldn’t.
Pairing your thinking with this list will help you as you create your plan for maximum TSL next book.
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