COVID AND NIELSEN

So, this is gonna get even rougher.

It’s going to take lives in your community, most importantly.

It’s going to impact most of us in a personal, profound way.

It’s going to impact your clients. It’s going to put some of them out of business.

And it’s going to impact your ratings.

Yep, Radio isn’t immune.

When people are no longer spending a few hours each day commuting to and from the office, when they’re sitting in their kitchens and living rooms instead, either practicing social distancing or self-quarantining, what do you suppose they’ll be doing, listening to your radio station or watching news updates on TV?

How has that changed the content you’re offering them right now?

How have you coached your team to deal with this new reality?

One thing is clear: Your station cannot be too local right now. The more “live and local” you can be in every day-time daypart, the better in terms of serving your listeners.

You can be the human connection listeners need and can’t get any other way, but that requires you actually talking to them, not feeding them liners about how great your station is.

And if you think less talk and more music is going to create mass listening now, please explain how and why.