August 22, 2022, Issue 821
Airplay Shift: Reactions And Theories
Last week, Country Aircheck analyzed the two-decadeslong shift in Country radio airplay showing the average number of weeks a song spends on the chart has grown from less than 12 in 1989 to more than 32 so far in 2022. The floor was then opened for radio and records pros to react, share their own theories and weigh in on what it might take to change the momentum. Charlie Cook Adrian Michaels Some point to Nielsen ratings methodology and the changes in TSL as contributing factors. “Remember, TSL is 10 minutes; if you can get 12 [minutes], you’ll be the No. 1 station in town,” says Cumulus VP/Country Tim Roberts Charlie Cook. “But at RJ Meacham 10 minutes, I have to play a song 55 times in a week for a normal listener to hear it twice.” Adds an anonymous promotion executive, “There is a system wherein the larger markets, who control the chart due to their weight, are getting information from Nielsen that listeners are tuning in for an average of eight minutes at a time. In those eight minutes, they better play a Rod Phillips familiar hit. This isn’t a ‘blame radio’ problem, it’s a ‘blame Nielsen’ problem.” Stoney Creek Records VP/Innovation, Radio & Streaming Adrian Michaels says there is another factor at play: “I believe too many songs are spending too much time in overnights and taking too long to develop any familiarity.” (continued on page 6)
It‘s Just A (Moon) Phase: Records‘ Matt Stell at WPAW/ Greensboro‘s Full Moon Concert. Pictured (l-r) are the station‘s Clay JD Walker, Chase Matthews and Dale O’Brian, Stell and the station‘s Annie Camp Owens, Jim Farris and Danny Owens.
Q2 CDM Drivetime Leaders
With the Q2 results for Nielsen’s 45 Continuous Diary Measurement (CDM) markets now released, Country Aircheck has compiled the format’s top drive-time performers from those markets. Audacy WUSY/Chattanooga led the overall ratings with its 10.5 share (see the June CDM Scoreboard here), and led in afternoon drive as well, with Mo & Styckman’s 11.4, but it was Rick & Bubba on Summit WZZK/Birmingham that took the morning drive crown with a 9.1 to 11.9 jump.
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