Burn Baby Burn!
In the latest post on its blog, INTEGR8 RESEARCH delves into burn scores, how damaging they really are, and when to move hits into recurrents before burn sets in. The study affirmed the notion that while listeners may consider a new song burnt, the same number of plays aren’t enough for a well-known hit.
INTEGR8 notes, “burn scores often reflect the song’s appeal more than your audience’s exposure to that song. Even if we ask [a listener] to specifically think about how often they hear the song on the radio, typical listeners simply aren’t mentally keeping track of your rotations. To quantity this problem, we examined the percentage of listeners who said they were very tired of hearing a song in their new music research for a variety of Top 40, Hot AC and Top 40/Rhythmic stations. Even for songs that were less than a month old, 19% of listeners were already tired of hearing them. Once those songs became more well-known over the next few weeks, their burn scores actually went down. Meanwhile, only 30% of listeners were very tired of hearing songs that were 25 weeks old—and that burn score typically doesn’t grow as songs get even older.
For INTEGR8 New Music Research” clients, the company developed, “a new proprietary measure called Hitcycle. Instead of simply giving you another number that confirms your listeners love or hate a song, Hitcycle tells you how listeners perceive the vintage and the momentum of each song, regardless of whether they personally like it or not so you know when it’s time to move a big hit from current to recurrent.”
“In our mind as programmers, we ask, ‘are you tired of hearing that song,’ to decide when it’s time to stop playing a big hit in power rotation,” INTEGR8 RESEARCH Pres. MATT BAILEY said. “A real listener doesn’t think about the question that way. In her mind, if she loves a song, she can’t get enough of it. If she doesn’t care for a brand new song, however, hearing it just once is one time too many. That’s why burn scores often reflect the song’s appeal more than your rotations.”
Read all about it here.
This Article Was Originally Posted at www.allaccess.com
https://www.allaccess.com/net-news/archive/story/171885/integr8-research-study-gets-into-burn