Can Podcasting Increase Your Ratings?


Beasley’s Executive Vice President of Programming, Justin Chase, says that’s exactly what’s happening at his company. Chase was on a panel at Kurt Hanson’s RAIN Conference in Orlando. He used WMMR’s Preston & Steve as an example.

Chase says, with some shows, the company is curating content from the over-the-air broadcasts, eliminating outdated content like time-checks or traffic reports, and removing some of the commercials. Broadcasters will get credit for podcast listening as long as the content is consumed within 24 hours of the original broadcast, it’s at least 5 minutes long, and the content curated together is from the same quarter hour.

Chase says he’s seen as much as a 15% increase in listening and all it really takes is one person who has a PPM meter to make a difference.



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