COLUMBUS MARKET SUMMARY
If I were to launch a new CCM in Columbus this week, the first thing I’d see in doing this breakdown is that The River is well programmed. Having Hannah Kerr’s Warrior at #6 on Moneyball and seeing it at #4 on The River shows two things right off. The station makes impact with its listeners. Hannah is in Heavy there, and the research and the sales in the marketplace back up the airplay.
The same can be said for Sidewalk Prophets, which both my chart and real market airplay indicate it’s worthy of Heavy airplay.
The final thing to notice is Consumed By Fire, matched at #11 on both MB and at The River.
While this charting system isn’t done to infuriate people, although it has succeeded at that, if I can back up two weeks back to Orlando, what I did not see in that market that I see here, is a direct relationship with the exposure of music and the reaction of the listener and consumer. In Columbus, that is quite apparent and impressive.
The opportunities are plenty in this market, and there is room for someone to come in and offer something different. Keep in mind, any song under 15, wouldn’t have the power to make a difference, so looking at Top 15 only, Zach Williams “Fear Is A Liar,” is ripe and ready for greater airplay in this market, with all factors from sales to streaming to research and Shazam making it the #2 most effective current title.
The #7 song in Columbus with very little radio exposure is UNITED’s So Will I, which gives a new station their greatest opportunity to own something alone.
Cory Asbury has been an interesting song for many stations not seeing the power it had in the market LONG before airplay even began. This one, being Top 5, but in the 20’s at the River, allows, again, an opportunity.
It’s about playing the right songs…at the right time, and online research alone as the only gauge is an archaic measuring stick, which can produce one dimensional results.
MercyMe “I Can Only Imagine,” can offer both a fresh and familiar paint of coat on a station, who would be willing to understand that this song is no longer just a song from the turn of the century, but instead, a rare, TIMELY event song, who’s new version mixed with the old in an amplified rotation can reap great cume, and when positioned properly, TSL!
For this weeks National Moneyball Chart go here.
MONEYBALL MARKET METHODOLOGY
The Moneyball method is much more effective on the local market level, than it is on the National level, as the strength of Moneyball is to separate markets by their specific activity.
The Moneyball methodology doesn’t create an aggressive chart that is ahead of the market’s appetite, instead it simply highlights the titles that have traction based on several local city measurements from market airplay, sales, streams, and if available, Shazams, revealing present tastes, not future tastes.
The difference between the Moneyball Chart and a consumption chart is that Consumption Charts are positioned from the perspective of the record label, breaking down the many different angles that the end user is consuming their music from.
Moneyball is created from the perspective of the potential listener and the data is calculated based on a song’s existing market exposure. This exposure or awareness of a certain title sometimes exists in the market, even before the song begins getting airplay on the local stations. Worship titles like ‘Oceans,’ ‘O Come To The Altar’ and others may get a spark from worship in a local church first, then being undeniable in local reaction for radio to not give those titles airplay.
Email Rob Wagman StraightPathMandE@gmail.com