Podcasting for Higher Ratings

Stan Main

Stan Main of The Randy Lane Company

Arbitron‘s PPM has created many questions for personality-oriented shows who podcast, or want to know if they should podcast.  The answer is yes, but it must be done carefully in order to receive proper electronic measurement credit.  Stan Main of The Randy Lane Company has done the research and clearly outlines how to podcast in PPM (and diary) markets to receive proper, or even additional, listening credit.

Important – note the different criteria to receive PPM credit for “Best Of” programming.  It’s additional work to repurpose content for podcasts and Best Of separately; but, don’t you think the extra Cume & TSL is worth it?

For detailed explanations of these tips, be sure to visit The Randy Lane Company blog here.  Some highlights:

  • Don’t podcast entire shows or entire hours.  Re-package your best content into short podcasts of about 5 minutes in length.
  • Podcasts won’t take you from worst to first.  Podcasting currently makes up less than 1% of all measured listening.
  • Your podcast should come from your encoded air signal, not your encoded internet stream.  Don’t edit your podcast.  It must be the (5-10 minute) segment as broadcast.  Do not edit.
  • Best Of segments must come from a source before the PPM encoder.  Best Of segments can, and should be, edited.
  • Podcasts must be listening to by a PPM panelist within 24-hours of broadcast to receive credit.  So, promote the content actively on social media, email lists, on air, etc.  Make sure it’s worthy of a listener’s time to download.  If they don’t like the first podcast or two they download, they will decide it’s not worth the effort in the future.
  • In diary markets, if a listener just writes down the name of your station or show, you get listening credit.  If they write “.com” or “podcast,” you don’t get credit.

These critical tips were provided by The Randy Lane Company

.  I highly recommend visiting their blog for an explanation to each of those tips, and other suggestions not listed here.  The better you understand Arbitron’s methodology, the better chance you have of beating your competition.  Every detail counts!  Good luck.


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