he ratings report is in. Results indicate the cume is strong but P1’s are down. Oh no! A management freak out because everyone knows that P1’s are the lifeblood of a radio brand. The market manager demands an answer: “What is happening to the fanbase?”. Programming panics and scrambles to explain it. But wait! Maybe the problem isn’t P1 listening. Maybe fans are not P1s, and vice-versa.
In this article, I explained the difference between fans and P1 listeners. Including:
- How P1s and fans are not the same.
- 3 reasons a respondent may be a P1 but not even like your station.
- Why it makes sense to target building fans, not P1s.