Middays still matter when the ratings arrive.
Current PPM wisdom may dictate that your time and efforts should be spent elsewhere, and while drives are beneficial in your quest for ranking position, the drives aren’t the only dayparts that move the needle.
When you next meet with your on-air, marketing or imaging teams, remember why middays still matter; there are huge and frequently mobile audiences available to listen with focus and attention.
These forgotten cumers used to feel special because we told them they were special to us and because we catered to their collective massive mountain of accumulated AQH. They still are special, and when your hosts speak on the air, or a potential listener comes to an event, or you decide where a game should play, remember to smile, take a deep breath and provide features and benefits that have traditionally attracted listeners during the At Work hours.