Sometimes in our effort to not burn things out on the air we actually never burn them in. Divide your cume by your average quarter hour persons. This will give you your station’s audience turnover ratio. If that number is 10 it means you would have to play that spot/song/promo 10 times in one week to be assured that your entire audience would hear it a minimum of once. If you want them to hear something four times that week you’d have to play it 40 times. Don’t judge “burn” by your own ears.
Brian Wright
February 23, 2023