• The average attention span for a human in 2000 was 12 seconds.
  • The average attention span of a goldfish is 9 seconds.
  • The average attention span for a human is now 8 seconds.

The stark reality is that you do not have one or two minutes to set up a bit at the end of a song. Instead, you must set the hook within eight seconds of cracking the mic.

If listeners find you interesting in the first few seconds, they give you a little longer.  The younger the audience, the less time you have.  Ensure your social media and web content is also crafted for a quick reward.

Instant Gratification

You don’t have two minutes for a bit.  You don’t even have one minute.   Those trained in Top 40 know about the seven-second talk clock, and it does have its merits!  Behavioral studies show people “decide” whether to continue to pay attention (or tune out entirely) in only a few seconds.  Scientists say the attention span of a goldfish is 9 seconds, but a human is just 8 seconds!  An air talent has a nanosecond to hook the listener when the music ends.   If you are still talking about the same bit when that listener finished brushing her teeth as when she started, you have probably lost her.

With today’s listener time constraints, PPM methodology has taught us brevity: think in terms of 20-30 seconds. The exception is when something is riveting; stories about kids or pets still rule and can hold attention longer.  Morning show calls with listeners’ opinions or contributions may hold attention longer if these are quality conversations. Of course, editing is a must, as is call screening.

Use Listeners’ Time Wisely

Move quickly from the set-up to the pay-off when doing a benchmark or break.

The more you get done in less time…

  • The more impact your payoff will have
  • The easier it is for the audience to follow
  • The more you can do in an entire show
  • The more successful you’ll be!

While movies are novels, radio is a short story, and attention spans are short.  Get into your content fast, begin as near the end as possible…and go directly to it!

Pic AI generated by Envato Elements.

John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.