As we know, the story usually goes something like this –  good looks, great stories and wonderful theories may get you hired, but in the end, rating results are the highest priority for a programmer. If you don’t get numbers that the sales department can turn into revenue, then WHO CARES about all the other attributes.

The issue is clear. When a programmer sticks to their beliefs, then they can either change or they will be changed — unless they find a way to orchestrate a programming plan that delivers sellable rating numbers for their station, every rating period.

It’s a shame, because in our lifetimes we have to change and adapt to survive – whether that’s in business or real life. If a format isn’t working, it’s probably time to do something different.

As an urban/rhythmic radio adviser, I have been doing this for long enough to know that every weekday; I can look forward to learning something new or making a programming adjustment to help a client station grow. Change is important and part of the game of radio. If programming doesn’t remain relevant, then you might be shoved out of the picture and into the archive room.

The question, for those of us who think ahead, is have you had to CHANGE at all in the last year? The successful ones who program probably have and they have ratings. That is why they get to keep their jobs. Creating a great relevant radio experience every day is how you win.

We’re always looking for incredible radio partners to work with. If that’s you, then let’s start a confidential conversation about your market objectives. If you have questions, you can email us at hlyles@urbanradio.com or call us at (404)403.0091. We’d love to hear from you.

Strong basics in radio still work. Nail the basics every time- then over deliver. In today’s radio do you know what your programming/marketing mission is with intent to score in Nielsen? What’s the overall programming game plan?

Here are just a few starter suggestions to think about:

Scoring in Nielsen means you’re not just doing radio- your job is to create excellence every day and make a difference so the locals come back. Radio can create an infectious energy and format experience.

It’s not just “work” – it’s an opportunity to do what you love to do best with
consistency every hour. Strive to work with a sense of purpose.

Every day, you’re not just learning – you’re also growing to create growth for the station and the in-house on-air team.

It’s not just a job – it’s a fun career and you should give all you got and make is sound like its fun on-air. Locals know when you’re serious and when you’re not.

You probably work for a company, but you serve the local community to make a relevant information connection daily- give them a reason to come back.

Every day your job is to do something locally meaningful that gets attention.

It means you’re not just sharing relevant content – you’re helping locals believe based on their content of interest. Total reliability works and wins.

It’s not just about being an in-house team – it’s about acting and performing as one staff on-air as a team.

It’s about learning and helping each other succeed in big and small ways.

The programming leader should always deliver encouragement to the staff, never negativity.

Finally, the job in radio is to work shoulder to shoulder to ensure the locals who listen, leave with a memory of a moment that uplifted their day. When you make the local listener the top priority great things happen. Being the “most local” radio station, you can literally destroy the competition- try it.

At Lyles Media we have learned that embracing change is part of the game of radio. Understanding change and when to do it isn’t difficult. Accepting change can be reassuring for a better Nielsen result. Onward with radio excellence. “Excellence is to do a common thing in an uncommon way” Booker T. Washington

To get attention and score in Nielsen, success with any format is having the right music position and the right on-air talent that are relevant for today’s radio. Data shows us that there are four different types of urban formats. To win you must be in the right format depending on many market factors. Your format selection is how you set yourself apart from everyone else. If you currently have low ratings, it might be time to change your format completely or make minor or major adjustments to your current format.

Your odds of winning listeners and ratings are highest depending on the type of the format for Urban Mainstream, Urban AC, Urban Oldies, Rhythmic, Rhythmic AC or Gospel. Data proves that if you have a competitive signal, then get the right balance and percentage of currents, recurrents and power gold, good things can happen. Every market is different, but these basics deliver a more appealing sounding station to your target listeners.

Lyles Media has proof that our format presentations combined with highly targeted listeners create a winning combination and are at the core to win and generate ratings successes. A format where everyone is welcome (Not everyone is welcome, because not everyone is going to participate in the Nielsen’s). We work hard and hold ourselves accountable to facilitate new ways to grow your station: understanding the needs of the local listeners, connecting with dignity, and growing market respect and awareness.

One underestimated component is a strong morning show to set the tone for your station. A great morning show has a positive impact on all of the other dayparts. Getting all of the pieces in harmony with the music strategy, then marketing it properly (on and off-air) is a power formula for success. Lyles Media can help you with your morning show strategy.

In order to grow the programming playbook, you must change based on today’s competition, and not only from radio, but from many other sources. By working together as partners and striving for today’s radio excellence, collectively we can grow and succeed.

A winning station can change your revenue world and we want to partner with those that are performance-driven through the lens of the local focus. Our track record of results with stations we’ve worked with speaks for itself.

If you seek better results, let’s start a conversation. Email us at: hlyles@urbanradio.com or call us: (404)403.0091. We’d love to hear from you.

We set urban formats up for success to achieve Nielsen excellence.
A programming system supporting your market objective.
“Hold programming accountable, but giving them the tools to succeed.”
Prepare. Present. Practice. Follow up.

THE RADIO PROGRAMMING MISSION 2023: To inspire and nurture the local human spirit- one person, one song and one neighborhood at a time.

1. Know your market — With any format, our listeners must be at the core of everything we do. What is the station known for? Know the stations expectation and make sure all the components fit.
2. You can unlock value through connectivity — A culture and format of warmth and belonging where everyone is welcome is key. We’re in the ratings business. Meaning, the music philosophy should be determined by demographic demand and appeal and known popularity.
3. Act with programming courage — Challenge the status quo and find NEW ways to grow programming and each other. Strive to embrace change which is a constant in any business. The ability to lead through change allows us to innovate and elevate our radio performance and meet our listener’s evolving needs.
4. Be present — Connect 24/7 with dignity and respect, and pay close attention to programming content detail. Relevant content that connects gets attention, not irrelevant content. Be a station that provides consistency every day to create a sense of certainty in an uncertain world.
5. Deliver your very best programming — In all we do to hold ourselves accountable for the results, the ones closest to the programming action must make it work and score in Nielsen.
6. Know the BASICS, BASICS, BASICS — Nail the BASICS (e.g., hit music, relevant talent, specialty programming, contests and promotions, all social media, station marketing, etc.) every time, then over deliver so the listeners come back and take you seriously. Local listeners know if you are serious or not.
7. Work with a sense of programming purpose — A format doesn’t have to fail. A listener is not an accident. The word is singular because you only talk to one person at a time. How do you win the Nielsen game? In short, if you’re warm, positive, represent class and fun, you’ll win listeners in any size market. Have fun! It comes through if you are having fun.

Are you looking for better Nielsen results? Let’s start a conversation about your station objectives. We will start with a free market review and an assessment of your station’s programming. If you want to take advantage of this free station review, and if you are looking to increase your ratings in Nielsen, email us at hlyles@urbanradio.com or call at (404)403.0091.

At Lyles Media we have One Urban Music Mission, to score in Nielsen:
“How does it work, “Hold station employees accountable, but give them the tools to succeed.”

Over the years we’ve learned setting a station up for success isn’t hard or complex. In moving forward, the format should be built with a focus on growth. And yes, you can make adjustments along the way.

The right format plan and mindset can create the environment for growth when playing the Nielsen game. The real question to answer is “Are you delivering the most fun and excitement from the listener’s perspective”?

When it comes to any format, the music philosophy should be determined by the local demographic demand and appeal, based upon popularity. Once you find that information, the format should be developed to present the music in a consistent and repeatable pattern. We always also suggest you create a model “targeted listener” profile that the on-air talent can talk to.

When it comes to marketing of the format, all references to the station should be written to present the “Unique Selling Proposition” of the station. All marketing components must deliver the same, consistent message, over and over again.

When it comes to the sound and technology of the station, you must work hard to have the best audio sound in your market. Why? Because you want the locals to notice the music just sounds better on your station.

Promotionally, all contest and promotions, whether they be listener or sales oriented, should be demographically relevant to the life group of the format. Most important, all contesting should be simple and easy to win. As a programming partner to many formats, it is important that you and your on-air talent ensure the format maintains a competitive advantage and continues to exceed the listener’s expectations every day.

Remember, Lyles Media believes in the power of change when ratings are low. We are always looking for incredible stations and companies to partner with. Reach out if that’s you and let’s discuss how to make your station successful. Our job is to help you find peace of mind through success.

For a confidential conversation, call Harry Lyles at (404)403.0091 or email at hlyles@urbanradio.com.