Get ready to have your mind blown. This may be the most encouraging radio-related message you’ve heard in months. Your radio show can double your ratings. It doesn’t have to be an uphill battle. No, you don’t need a massive marketing budget, an epic contest, or a top-tier external promotion to make it happen. All you need is to leverage the Power of Plus One, and it’s already in front of you, available to every show.

Surprised? Let’s dive into some numbers that might shock and inspire you.

The Power Of Plus One

This is all about the math of radio ratings, but it dramatically impacts the creative approach.

According to Nielsen, a leading global measurement and data analytics company (the folks who determine your fate), the average P1 listener – the jargon for your best listeners – tunes into your morning show far less than you think.

They tune in only two days per week. Just two! This data is based on adults aged 25-54 in PPM-measured markets.

Picture this: You’ve got an all-you-can-eat buffet of tasty radio content, and your P1 listeners only stop by twice a week. It’s like baking a decadent chocolate cake and having someone only nibble at the icing.

Now, that’s not all. That same P1 listener, your biggest fan, checks in just three times each morning they listen. In total, they spend just six quarter-hours per week with your show.

The Beautiful Numbers

The beauty of these numbers is in their potential. Imagine convincing listeners to stick around for one more daily listen and one extra day per week.

This modest increment, this slight nudge to their existing habits, can effectively double your ratings to 12 quarter-hours per week. You don’t need a magic wand, just minor psychology, a large serving of engaging content, and season it with teasing and promotion.

It’s like offering your cake-eating friend a scoop of ice cream on the side – who could resist?

That’s why it’s so important to invest time and effort in every single quarter-hour:

  • This may be one of only six occasions per week your best listeners hear. What will they think of you? How will the show be perceived?
  • Are you just going through the motions when writing teases and promos? Or worse, are you forgetting to do them and blowing them off? You just lost the chance to convert a listening occasion into another quarter-hour.
  • Do you tend to place a greater priority on some quarter-hours than others? The rating gods don’t care about the source of the increase. Every quarter-hour counts.


The Power of Plus One is real. It’s logical, and it’s available to every personality. That’s why it is so frustrating to hear personalities make excuses for a weak segment, having a poorly prepared break, or wandering in just before (or after) 6 am and going through the motions of performing a show.

You can boost your ratings, influence the audience, and impact your results. It’s right there in front of you. Please don’t blow it!


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