MScore Switching: A New Vantage Point

It calculates an index of switching when radio panelists react to songs on the radio
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The Mscore Series from Media Monitors is a new way for radio programmers to understand how radio listeners use radio.

The first in the series, Mscore Switching calculates an index of switching when radio panelists react to songs on the radio. The Mscore is derived from looking at what happened during many spins of the song on a specific station and then displayed on the Media Monitors Web service.

Mscore can also be downloaded into RCS GSelector so that music scheduling is enhanced further. Understanding the interplay of listeners, ratings and switching delivers a strategic advantage to programmers, allowing them to respond to the preferences of their audience, the company says.

Media Monitors CEO and President Philippe Generali said other forms of analysis are coming in the Mscore Series.

"Finally, radio programmers will be able to see how their audience reacted to every song on the air. They will know which songs hold listeners, and what songs cause switching to another station. This is valuable information that will help make radio better for the audience."

Booth: N5917

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