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Your audience spends 95% of their life away from radio. Not just your brand, but the entire category.
New listeners are important, but they aren’t created equal. If they don’t have the potential to become habitual listeners, you’re spending time and money on people who will never matter to your ratings or respond to an advertiser.
Daily Cume is the foundation of your ratings.
Growing Daily Cume is about winning the Moment of Truth by creating more reasons for heavy listeners to choose your brand repeatedly throughout the day.
How can I increase my radio station’s Daily Cume?
Start with the listeners who matter most.
Growing Daily Cume means recruiting more people with the potential to become heavy listeners, then creating more reasons for them to choose your brand throughout the day.
Five areas matter most:
- Win more listening occasions. Every time someone gets in the car, starts the workday, takes a break or heads home, another listening decision is being made. Give heavy listeners a compelling reason to choose you.
- Turn your best listeners into daily listeners. Your heaviest listeners already know and value your brand, but that doesn’t mean they listen every day. Increasing frequency among these listeners is one of the most direct paths to growing Daily Cume.
- Create specific reasons to come back. Great content is the starting point. Then give listeners a reason to act. Contests, personalities, features, music and other appointment-worthy moments can create another occasion to tune in.
- Market beyond your existing audience. You can’t grow Cume by talking only to the people already listening. Target high-potential listeners when they aren’t tuned in and use your station database, streaming, social and word of mouth through Tell A Friend or Audience Amplification to recruit more of the right people.
- Focus on incremental listening. Impressions, clicks and contest entries can be useful metrics, but they aren’t the ultimate outcome. The goal is to engage heavy listeners with more occasions to listen, leading to increased Daily Cume.
Why are heavy listeners so important to Daily Cume?
Not every new listener has the same value.
The greatest opportunity comes from recruiting and engaging people with the potential to become habitual listeners. These are the listeners most likely to generate additional listening occasions, contribute consistently to your ratings and spend enough time with your brand to respond to advertisers.
Growing your audience is important. Growing the right audience is what creates lasting value.
How do you create more listening occasions?
Every time someone gets in the car, starts their workday, takes a break or decides what to listen to next, there is a Moment of Truth.
Your brand either gets chosen or it doesn’t.
The more reasons you create for heavy listeners to choose you during those moments, the more opportunities you have to increase Daily Cume.
That can come from programming, personalities, contests, marketing, streaming, direct audience engagement and word of mouth.
Should I focus on new listeners or existing listeners?
Both, but the strategy should be different.
Existing heavy listeners already know and value your brand. The opportunity is to increase how often they choose you.
New listeners should be recruited based on their potential to become habitual listeners, not simply their ability to generate an impression, click or one-time tune-in.
The objective is the same: more qualified listeners making your brand part of more days and more listening occasions.
Can marketing increase radio ratings?
Yes, when the marketing is designed to change listening behavior.
The purpose of audience marketing should not simply be generating awareness. It should create a reason for the right listeners to choose your brand during the moments when listening decisions are being made.
Reaching people who will never matter to your ratings is more than inefficient. It also dilutes your investment, reducing the message frequency you can deliver to the heavy listeners who matter most.
The ultimate measure is not how many impressions you delivered. It is whether you created incremental listening and increased Daily Cume.
How DMR/Interactive helps grow Daily Cume
At DMR/Interactive, we help brands recruit and engage the heavy listeners who drive Daily Cume.
Our focus is simple: recruit the right heavy listeners, give them more reasons to choose your brand and create more listening occasions that drive Daily Cume.
For more information, contact win@dmrinteractive.com
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