The radio dilemma: Brand recall and the uniqueness every station hopes for
A successful radio show goes far beyond talent and music format. Following the penultimate ratings survey of the year, Mumbrella’s Zoe Samios looks at the role brand recall plays and the challenge of diversifying programs.
For many, being stuck in traffic in a car usually means flicking through the radio channels until there is something good to listen to. Or at least, that’s what it is like for me. But imagine my delight when instead of being stuck in traffic listening to the radio, I found an Uber driver who had actually filled that radio ratings diary.
The conversation was lengthy: we talked about his preferred radio stations, the time of day he listens to them and what he listens to when he has passengers. But naturally the first thing I asked was: “What was it like to fill out?”
He told me it was challenging. It’s hard to remember what you listened to once you leave the car. And he had a fair point.
