Stop – listen to this and tell me what was the thought process behind this promo?
I heard this the other day when someone monitoring metro stations sent it to me – and it made me stop and seriously think “WHY ARE THEY PLAYING THAT?”
My thoughts started with – well they must be trying to do SOMETHING? But what?
Was it to boost their ratings?
Sadly Triple M Perth’s ratings are not the best (5th in Perth – that’s Perth in Western Australia)… and the following is taken from the ratings release on Media Week (April 12, 2022) – see the full report at the bottom of the page of the link – and this is what they say about Triple M:
92.9 Triple M 6.4% (5.3%)
Cume: 294,000 (+2,000)
2020 results: Best/worst
Best 10+ 10.1% (8.7%)
Best Breakfast 10.1% (7.4%)
Triple M has been struggling to find its footing in Perth, but a boost of 0.5 points has brought the station to a share of 6.4% and #5 commercial station in the city.
The breakfast team of Basil and Xav (this is the second survey since Jenna Clarke left the show) led by Perth Lord Mayor Basil Zempilas has dropped 0.1 points, bringing in a share of 5.9%.
The station’s strongest demo remains 18-24 where it has a 10.7%.
So my thinking went from… Something about trying to boost ratings, to processor changes, to someone thinks this is worthy of a promo, to.. I’m not actually sure what?
It’s a very niche promo – something that should only run for a week – or 7 days – maybe… but only audio nerds will care – and honestly – if your signal has pops and crackles in it – then you have a serious problem that your techs should sort out.
So I struggled to see the reason behind it – and have thought about it over the weekend and I admit – I am stumped… confused and… a little (no make that a lot) perturbed and disturbed by it, and I don’t know why.
“What the hell” and “why would I care if I was a listener” went through my mind and I don’t know – are they desperate to try to stand out, but they aren’t going to change Jocks, or music format, or any other programming, so let’s just say ‘we sound better now’ because that’s ‘sure to increase our ratings’ (that’s sarcasm there!)
If you have a clue – or have had to run a weird promo – let me know in the comments below – because I don’t have any idea at all what is going on with this…