Here is how to fight back. What do your listeners have in common with goldfish? More than you think — and it could cost you ratings. Scientists say the average goldfish has a 9-second attention span.
Bad news: humans are clocking in at just 8 seconds. And when you crack open the mic — after a song, a break, a news update — you have exactly 8 seconds to hook the listener, or they’re gone.
The Clock is Ticking.
Open strong with the meat of the story, a quick audio bite, or an irresistible tease of what’s coming next. Sound compelling from your very first word — or risk losing them to the next button on the dial.
Why Do People Really Stop Listening?
You might think the biggest reasons are too many commercials, a bad song, or a talky DJ. Wrong. The real #1 reason someone stops listening to your station is simple:
=> They’ve reached their destination.
74% of all U.S. radio listening occasions end when the car turns off. The real question is: When they turn the car back on, will they come back to you? Only if you gave them a reason. It all comes down to what you said right before they left.
The #1 Trick to Boost Ratings: Promote Ahead
The most powerful internal marketing move you can make is simple: promote ahead—and do it often and creatively. Stations that master the art of the tease see immediate wins:
+ Higher engagement
+ Longer listening
+ Better ratings
Imagine a show that builds buzz during every commercial break. Creative teasers that make listeners think, “I can’t miss what’s next!” That’s how you win the rating game.
