Diminishing Attention Spans: Implications for Media Content
The phrase that I have heard over and over is “It’s all about the content.” For those of us in spoken-word presentations this has never been truer. Many of us started in music formats where we were told the importance of “playing the hits!” Whether a news talk format, a sports show, or for that matter a high-profile personality morning show, the consumer has expectations. They want content that matters to them, and they want it as soon as they start listening.
The challenge in 2023 is that attention spans continue to decline. The consumer is in charge and makes decisions as soon as they start listening or viewing content. Many studies show that we only have 6 to 8 seconds to make an impression on the consumer. Pair that with the fact that in spoken word audio the listener is usually multi-tasking while engaged in the content. Audiences can be distracted at a moment’s notice. This makes the whole process of hosting a live show even more challenging. The listener is always in search of content that is interesting and compelling…they have no patience and will change the station in short order if they do not like what they are hearing.
The good news is that if the talent can relate to the audience, there is a real opportunity to create shows that are magical and audience want to listen to every day. I have seen it happen where the host of a show can make his/her program a destination for listeners daily. I have sat in focus groups all over the country where the devoted listeners of spoken word shows, talk in-depth about why they cannot wait for their favorite personality to be on the air. There is a sense of anticipation for the next show. The great talent embraces that, and as soon as their program starts, they deliver with the content that will pay off. They do NOT waste time…..they do not go through a laundry list of what they are going to talk about….they just get to the good stuff right away. They never make the audience wait as they know that is how you lose listeners. This is critical because we know with ratings you must have 5 minutes of consumption inside a quarter-hour to get ratings credit. Getting anyone to listen for 5 minutes is a huge challenge in the current environment.
As a long-time programmer and a former air-talent, I have always been a believer in content monitors. I find it to be one of the most effective exercises to truly evaluate where the content presentation is strong and where there is opportunity for improvement. Whatever your role in the creation of content, make it a priority to sit down and listen intently to the programming that is being produced. Take notes and celebrate the good stuff, while at the same time constantly looking for ways to better connect with the consumer that has a limited attention span. By digging down deep into the presentation you will get a sense of what works and where changes could make things even better. This is not about finding out what is wrong. This is about seeing what works best in connecting with the consumer. The consumer wants to find a destination to go to every day for great programming, so provide it for them.
Key Takeaways
- Distractions are everywhere and attention spans are short. Keeping the audience engaged is a major challenge.
- The programmers and talent should:
- Play the hits
- Be succinct and to the point
- Deliver payoffs
- Stand out from the crowd
- Do content monitors. They are effective exercises to evaluate what content is strong and where you can improve.
Watch a short clip of Scott and Sean discussing short attention spans and how they have impacted the media industry below, or watch the full interview here: https://youtu.be/cIFhWxmkSsQ
