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The People Meter doesn’t like Smooth Jazz!
That’s what I’ve read in the trades, just like this one. It must be true given the fact that station after station in People Meter markets are dropping Smooth Jazz format. What’s amazing is that many markets aren’t waiting to see what the People Meter ratings will show once it settles down.
It seems to me that it takes a year for the People Meter to “shake out” and for people’s listening habits to normalize. Bailing on the Smooth Jazz format because “I heard people don’t listen to it” is disappointing. The reality of it is NAC in most markets was nearly evenly split 50% Caucasian, 50% African American.
It’s been widely publicized that Arbitron is having problems in balancing their sample and securing enough minorities’ (ethnicity and language) to participate by carrying a Personal People Meter (PPM) on their person. Arbitron will figure it out and when they do those markets indicator to minorities will see a more representative rating result from their product.
However, broadcasters continue to look for instant gratification and as such they are not allowing the People Meter the opportunity to settle into a market before taking knee-jerk reactions.
The one thing I can tell you is the departure from the competitive radio scene of Smooth Jazz opens an opportunity for Adult Contemporary radio stations to bring back the Sunday Morning Jazz Brunch.
AC radio stations used to generate listening and revenue by presenting a Smooth Jazz program on Sunday mornings (between 8am-12 noon or 9am-12 noon) and place the announcer live on location to either do cut-ins or MC the program.
There was a certain “hipness” that came from having the shows on Adult Contemporary stations. The revenue that was generated was always good.
If it was only on Sunday mornings …how can it hurt you?
There were many Adult Contemporary stations I’ve consulted in those days that its highest rated daypart of the weekend would be Sunday morning. Doesn’t it make sense to bring them back into those markets where there are no Smooth Jazz stations.
One of the things of interest to me is that those who abandoned Smooth Jazz go from one niche format to another niche format. The funny thing about niche formats is that they often get niche ratings. If you are going to abandon Smooth Jazz then you should go with a format that is mass appeal and attempt to become a “big box” radio station. The broader you are the more cume you’ll generate and the greater the opportunity you’ll have to avoid a rating wobble.
There will be some station somewhere that is brave enough to take 10pm-2am and they are Smooth Jazz nights. That was another feature that Adult Contemporary radio stations presented in the old days. Admittedly you’re trying to take advantage of your fringe dayparts to build overall cume and TSL.
If a Smooth Jazz station goes away and they had an even modest 2.0 to 4.0 share, doesn’t it stand to reason that you can improve your weekend listening by focusing on this format?
Adult Contemporary stations normally don’t have good weekend numbers. This is your opportunity to do something special.
Be a hero!
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