CINCINNATI MARKET SUMMARY
If I were to start a new CCM station today in Cincinnati, the task wouldn’t be easy, as the holes are few, but they do exist.
In markets where the holes aren’t obvious, the next best thing is consistency of what the market is asking for, and that is the route I would take in this town, since both WAKW and K-Love cover in airplay all but one of the opportunities in the Top 15.
Credit should be given to these two stations for the way they cover this market, and with that, here’s what I’d do to be the MOST consistent station in Cincy according to the activity of the listeners.
TobyMac would still be a Power or Heavy for me this week, as I’d use that familiarity and continued passion for that song to work in my favor. United’s “So Will I” would be a Top 5 to expose KLove’s lack of airplay. FK&C’s ‘Joy’ and Elevation Worship’s “Do It Again,” would be heavy as well, to expose the light airplay at WAKW.
I’ve been consistent about MercyMe’s “I Can Only Imagine,” playing like a current in this time, and naturally going away as its sales and streaming picture wane below Top 15. While the familiarity would help a station, banking on a song of this nature after the fanfare of the movie has dissipated would not be wise.
Beyond Rend Collective and Hillsong’s “Who You Say I Am,” being denied presently by the local station, while I believe these songs show proof of going the distance, they won’t be the make or break difference of winning in Cincy at this time.
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