As human beings, we all respond to simplicity, clarity and familiarity. When we can’t understand what’s happening, we run for cover. Confusion is stressful, and we avoid stress. This has profound implications for radio shows.
Personalities and programmers agonize over cracking the ratings code, constantly seeking to find a magic formula that launches their station to new heights. The quest usually includes endless tweaking of clocks, adjusting format execution and building in hooks designed to keep the audience listening longer.
But the key to ratings success isn’t quite so complicated. There are six things that cause listener tune out. Eliminate or reduce tune out, and ratings go up. And the most common reason listeners tune out is confusion. And that comes from three sources.