Hammock

Marketplace on American Public Media introduced an interesting concept today.  Speaking about the transition of Larry King’s time slot on CNN, media consultant Michael Castengera discussed the hammock theory.  Recent ratings demonstrate Larry King’s show started with more viewers than stayed with him throughout the duration of the program show.  As the next time slot began the number of viewers increased.  Larry King’s decline after so many successful years of owning the time slot is not germane to the concept.  What may be applicable to your enterprise is the idea of measuring the retention of an audience during and between programs.  How do you measure success?  Is retention a meaningful metric?  Do you have programs that produces a hammock shape?

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