Inside Music MediaJerry Del Colliano

I can’t watch TV in real time. 

Maybe you’re like me.

In fact, I am increasingly growing impatient with my media and now I have uncovered research that shows people like us are not alone.

If you believe a major university’s new research that I am going to share – and I do – radio stations are in great peril not only with 80 million short attention span Millennials and among every other available age demographic.

You’ll agree that this research is so shocking that it upends lots of assumptions good programmers are making about how they need to present content to audiences in the digital age.

First, the research.

Then, onto some effective ways radio stations can deal with just how short attention spans are becoming.

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1. How long it takes audiences to bail on a video as they lose patience.
2. Why half the respondents in this study proved this length of time is too long to wait for content they like.
3. The almost unbelievable abandonment rate for each additional second that viewers lose patience with content.
4. What radio talk stations could do to not run afoul of these new documented audience attention spans.
5. Why scheduling your commercials like I’m going to describe cooperates best with the increasingly short attention spans in this study.
6. What not to do in music sweeps.

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