The ratings formula is familiar: It’s cume and TSL. Cume is the total number of listeners. TSL is the number of quarter hours they listen. But here’s something interesting. Starbucks is more skilled in driving ratings than most program directors. That’s because Starbucks understands TSL and they use it to drive performance.
Of course Starbucks is selling coffee, not listening. And they have customers, not listeners. But the principles of cume (customers) and TSL (occasions) are exactly the same.
You know how important it is to create appointment tune in occasions. The more occasions, the higher the ratings. You also know that it’s important to be consistent, delivering (or over-delivering) the audience’s expectation.
The problem is that these two critical factors seem at odds. The solution? Create a sense of urgency in your programming. That means adding a Call to Action (CTA) that makes it important to listen. And that’s what Starbucks does to drive more visits to their stores.