The more your station displays information about content between songs, combined with the ability to interact with a show and/or personality, the more listeners will engage with your station. That’s what the folks at NextRadio conclude after analyzing data from 40 of their “best practice” stations in New York, Los Angeles, Houston, Detroit, and Charlotte.
Programming schedules and program imagery, plus interaction with air talent can lead to more listening time and tune-ins, and increased views of all of their station visuals compared with stations that only show “Now Playing Screens” – which show album art of the artist currently playing.
“Local listener interactions with station programs and personalities have always been a cornerstone of the radio experience, and it’s one of radio’s greatest assets,” says TagStation President Paul Brenner. “NextRadio enhances the listener-station relationship by empowering our audience to engage with songs playing, on-air personalities and station content in fresh, interactive ways.”
Schedule content stations enjoy 24% more minutes per listener and an additional two minutes in average time spent listening and listener views within the app double. Schedule content stations have an average of 11.8 tune-ins per month, versus 10.3 for those with only Now Playing Screens, according to NextRadio data.
“The interactive experience that schedule content and other enhanced content provides results in unique listener/user data which can be instrumental in multiple ways by: advertisers to measure campaign goals and understand radio demographics and behaviors, broadcasters to curate their programming with even greater intelligence, and producers to develop more unique listener interaction opportunities,” Brenner continued.