DALLAS MARKET SUMMARY
If a new CCM were to launch in the crowded space of Dallas TX, competitively there would still be a sliver of room. While the chart highlights KLTY and KCBI, it also factors in WAY-FM and AIR1.
Keeping in mind that Moneyball is about pre-existing exposure in the marketplace, only 1 of the Top 5 songs matches, that being Lauren Daigle.
Of the top 5, the most obvious is Tauren Wells’ Known at #4 on Dallas’ MB Chart but 15 at KCBI, 39 at KLTY. WAY-FM just started airplay this week, but AIR1, is closest to the reality of the marketplace, as Tauren in their number one song.
Outside of the Top 5, the stations mirror the marketplace quite well minus an opportunity for KCBI to play Sanctus Real in a higher rotation, and a miss on Micah Tyler’s Even Then.
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