The radio ratings formula is a mystery to many, but it really comes down to two factors: cume and TSL (Time Spent Listening). Cume is the total number of listeners. TSL is the number of quarter hours listened. Increasing ratings is as simple as driving more of either, or both. A popular strategy for programmers is increasing occasions of engagement. In that regard, Starbucks is more skilled than many program directors.
This article shows how Starbucks uses radio station tactics to grow its business. Including:
- How Starbucks drives TSL by increasing occasions.
- The importance of creating a sense of urgency to respond,
- 3 ways to increase immediacy to make the offer more attractive.