Moneyball Market Spotlight-Houston

Published On September 27, 2018 » 164 Views» Feature Chart

 

HOUSTON MARKET SUMMARY 

KSBJ proves their place as an Industry and market leader, playing the right songs for the market, not presenting their music by any other factor but their own market.

While there are three instances in the Top 15 where KSBJ could be playing a song a little more than they are, i.e. FK&C Joy, and perhaps moving too fast on Cory Asbury and Hillsong United So Will I, except for FK&C, there isn’t an instance where KSBJ’s rank on those songs would hurt them competitively.  

KSBJ knows their marketplace well and serves the people of TX quite well.  Where KSBJ is most impressive is that only in the one circumstance with FK&C, does KSBJ lose on the ranking of a song with their competition, and for Air1, they do make impact in Houston, as is most noted by digital sales, but where Air1 makes advances with songs, KSBJ does a terrific job of owning the ones that matter.

The station that would have the most to gain in the current music cycle is NGEN, if it was flexible enough to adapt to the current Lauren Daigle phenomenon.  Playing an extra Daigle or two would serve the market well and since there’s nothing hotter than Lauren right now, in all of music, NGEN could take advantage of this strategy playing the role of a genuine Top 40, which is simply a station ahead of the Hot AC and AC curve, feeding those formats as the leader and greatest exposer of the titles in our formats.


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

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