When RadioWave publishes the Netcast charts on Friday (8/22), the opening-week numbers for Shake It Off, the lead single to Taylor Swift's upcoming Big Machine release 1989, will be impressive. In it's first 24 hours of radio play, Swift has already scored 227 playlist adds, and surpassed 1,000 broadcast plays. Combined, those broadcast plays have netted Swift over 11 million netcast audience impressions, and that's not even counting on-demand plays from the video that rolled out to VEVO on Monday.
As of Tuesday evening the clip had been viewed 8.8 million times, and when combined with broadcast audience impressions, Shake It Off is already ranked as the 40th top track of the week, with only one full day of broadcast and on-demand numbers in its tally.
Among broadcast groups, CBS Radio outlets have been the most aggressive. Combined, CBS Radio accounted for 44.3% of airplay totals for Shake It Off, with more than 5 million impressions accumulated so far. Clear Channel, where there have been 1.9 million impressions generated, accounted for 16.7%, while Cumulus affiliates were third with 14.6%. Among new media outlets, SiriusXM and Music Choice are leading airplay totals, while Live365 stations scheduled it for play 244 times over the last 24 hours.
The single also crossed national borders immediately. Most major US broadcast companies are on board, as are UK broadcasters BBC Radio, Bauer Media, and the UKRD network. In Canada, significant airplay has been detected from Bell Media, Rogers Media, and Newcap affiliates.
Among individual broadcasters, two CBS affiliates, WODS and WDZH, aired Shake It Off 24 times over the period, placing it straight into heavy rotation, while SiriusXM station Hits 1, and Cumulus affiliate KHOP followed close behind with 20 airings. Most Clear Channel stations are airing it on a 2 to 3 plays-per-day rotation, though heavy hitter Z100 New York came on board today, which will only help improve Swift's rapidly growing impressions count by Thursday's chart close.
These early numbers indicate that there is strong interest in Swift's evolving musical direction. Her most recent album, Red, which itself was a bit of a departure from her country roots, contributed a pair of #1 smashes to her growing hitlist. We Are Never Ever Getting Back Together topped the RadioWave 100 for three weeks in September 2012, while its follow-up, I Knew You Were Trouble., spent five weeks on top in January and Feburary 2013.
RadioWave Insight - See the graph below for a 24 hour airplay breakdown for Shake It Off.
INSIGHT: SHAKE IT OFF 24 hour airplay
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