The Nielsen Problem Solving Method

Low Nielsen ratings are always fixable, but there are many factors that come into play. Low ratings are nothing more than a new opportunity for new growth.

How does it work? First, identify the stations problem (the difference between where you are and where you want to be). Observe and measure the current stations state based on the latest Nielsen result (Review Nielsen, collect all the facts- leave nothing out. Review all dayparts for strengths and weaknesses).

• Set a new station/format goal after the review (a measurable target of what should or needs to happen).
• Write a station/format Problem Statement (be clear, concise description of the gap).
• Analyze the local Nielsen competition gap (why, why not, what).
• The review mission is to “Grasp” the current situation of why your ratings are low. Be honest and open when reviewing. A low ratings situation might not be as bad as you think after a deep dive and review of the overall station.

Conclusion: You might just need a slight adjustment, or a new station plan. Most of the time it’s either a revolution or evolution of change to get you where you want to go.

Grasping the situation is about:
What’s Happening Locally?
What’s Not Happening Locally?
What Should Be Happening locally?
What Might Be Happening Locally?
What Must Be Happening Locally to change the result?

Programming leaders today create the hope and optimism for the sales department. We do this based on the courage and resilience we have learned through the years.

Listening to the locals is how we learn and create growth. Leaning what will drive them to the format through the local lens of humanity. The listeners are never wrong- they know what they like and they will tell you if you ask. When it comes to a new Nielsen result, we should not wait for change to happen- because YOU who are in charge are the leaders to make it happen for everyone waiting for a new result. Together, we are the programming change to generate station revenue. Remember, a listener isn’t an accident. They know if you are serious or not.

Success in Nielsen is a choice. This is an open invite to have a station conversation about your main objective. Come join our list of winners making money.  Email or call (404)403.0091. We’d love to hear from you.