Posts by Leigh Jacobs

Better Commercial Breaks

We’ve shown before that consumers perceive that stations stop for commercials about four times an hour and play about four commercials every time they stop. So, we’ve suggested that there’s an upside to positioning that your station only stops twice an hour, while recognizing that (1) it’s an easy claim for a competitor to parry…

Read More

Remember When “Playlist” Wasn’t a Common Word?

It wasn’t so many years ago that consumers might have talked about creating a mixtape or burning a CD with favorite songs for a friend, but not a “playlist.” I remember moderating a focus group many years ago in which a respondent very confidently told the group that a station in the market had recently…

Read More

Copywriting for 2017

This year’s Presidential Election had many surprising results, but one of our takeaways has been how communication has changed. The two primary candidates credited with the greatest populist appeal stood out because they both spoke differently than the other candidates. One is now President-Elect, in part because his messages penetrated the consciousness of a sizable…

Read More

How Many Spots on Your Station? And, Should Santa Come Early?

Diary methodology allowed programmers and managers to create all sorts of theories about how many commercials listeners could bear and what was the best way to package them. PPM forced us to become more scientific and, despite experiments with other schemes, the prevailing best practice for music stations is two breaks per hour. Yet when…

Read More

What Do Taxi Drivers Listen To?

For itinerant radio managers, the go-to petri dish for in-car listening has long been the taxi ride from the airport. The focus group of one. The individual depth interview with a guy who drives around all day (often listening to the radio). Sometimes there’s the serendipity of the cabbie listening to the station you were…

Read More

Radio’s New Frontier?

Anyone who’s been around radio programming for any length of time knows there are 168 hours in a week. Many of us reflexively know there are 126 hours in Nielsen’s “Total Week,” Monday-Sunday 6AM-Midnight. Part of the job of programmers has been to determine what’s the best content to put on the station’s transmitter during…

Read More

Who Still Answers Their Home Phone?

Presuming you can find people who still have a home phone, who are the people who still answer them? Back when Arbitron began its sample recruitment process on the phone, we felt compelled to follow suit and interrupt unsuspecting people at home when conducting callout, perceptuals and screening for auditorium tests. But, seriously, who still…

Read More

Who Replies to Social Media Comments at Your Station?

We’re heading back to the drawing board to design the questionnaire for the ninth NuVoodoo Ratings Prospects Study to field next month. We’re eager to see if Facebook’s renewed growth has maintained. We’re eager to see if Snapchat continues its trajectory and surpasses Twitter. We’re also eager to see if the connection between radio and…

Read More

Game-Changing Tactics for Music Stations

Contesting is the #1 tactic that stations use to try to change the game – to build short-term ratings gains for important ratings periods. Through our Ratings Prospects Studies at NuVoodoo, we’ve asked tens of thousands of respondents about the desirability of different types of prizes, various methods of contest entry and, recently, about concerns…

Read More

Getting Music Listeners to Listen More

We’ve shown before that likely ratings responders spend more time with radio and pay more attention to radio programming. Since most stations rely on music for the bulk of their programming, it would make sense that likely ratings responders also pay more attention to the music on radio stations. Yet, as we’ve talked about previously,…

Read More