Broadcaster Magazine

White Paper Says Social Media Drives Radio Ratings

Jumpwire Media, a Toronto-based multi-platform company specializing in brand strategies for broadcasters and media companies, has released an industry white paper examining the interaction between one of the oldest, and some of the newest, media platforms.

Compiled after an extensive examination of various case studies in broadcasting and social media activities, Jumpwire’s report focuses on main areas of engagement and the connections between radio programming and social media networks.

SOCIAL MEDIA DRIVES RATINGS: Examining the Relationships Between Social Media Activities and Ratings looks at how Facebook can be used to engage audiences and influences audience development; the relationship between YouTube and radio metrics, and the peak times for Twitter activity.

It’s all built on the idea at Jumpwire that the strength of digital media is that everything can be measured.

“We at Jumpwire Media have a single-minded focus on achieving measurable results for our clients,” says Jumpwire founder Gavin McGarry. “We have proven after 18 months of extensive study using our systems, the importance of social media activity to the future of radio broadcasting. By implementing even just four initiatives, broadcasters can improve and increase their audience ratings and audience engagement.”

Before founding Jumpwire Media in 2009, McGarry worked for online video start up Joost; he’s also been the head of Cross Platform Business Development at Endemol, a global digital media and TV production company, and has worked with Canadian broadcasters CTV and Global in the development of multi-platform programming.

Co-founder Jennifer Harkness has more than 18 years of experience in the film and television industry, most recently, as Head of Development Factual Entertainment for Toronto’s Temple Street Productions.

Jumpwire says it has found that Facebook activities can drive radio ratings up, especially when photos are the key content posted. Using and tracking Facebook and Twitter performance metrics can identify content before it goes viral.

The company also notes some unique differences between the U.S. and Canada in Twitter usage: in the States, the market does not take advantage of morning and afternoon drive commuter hours the way radio stations in Canada do.

Morning or afternoon, the best time to tweet for radio stations is on a Friday.

SOCIAL MEDIA DRIVES RATINGS: Examining the Relationships Between Social Media Activities and Ratings results were aggregated from multiple stations across North America to illustrate common trends including the isolation of results stemming from existing advertising and marketing campaigns. Results were tested using Jumpwire Media system of aggregating results.