Media Guru Speaks: Changing Radio Formats
Media Guru Question:
What’s the history on how a radio format switch affects other stations in the market?
Media Guru Answers:
In general, naturally, other stations in the new format feel increased competition, and stations in the abandoned format feel lessened competition.
A new format unlike any other will have less predictable results.
If a station enters a format and does something so unique and appealing that it builds new interst in that format, others in that format may benefit.
To understand better, identify cases where this has happened and track the actual reults in Arbitron.