After reports surfaced earlier today supposedly confirming that Lady Gaga had been selected to perform at the Super Bowl next year turned out to be false, Little Monsters could use a little bit of good news.
ITunes sales f0r “Perfect Illusion” appeared to have largely stabilized while it was at #4 last weekend, but after about 1 week in the top ten, the song started dropping more quickly again. It currently sits at a dismal #51. This is a bad sign. Silver lining? Sia’s “The Greatest,” which for various reasons is clearly going to end up as another major hit and was only released a few days before “Perfect Illusion,” has shown a very similar dropoff curve, which indicates possible conformity with an unknown non-fatal structural trend.
However, the real good news comes from the radio numbers. Today marks the first day in which we can look at real week-over-week radio growth figures after the first day’s promotional airplay has dropped off the running tally. The trick is to watch growth figures stabilize into a predictable and consistent growth curve from which we can predict a song’s eventual peak.
The worst-case scenario would be essentially what happened to Britney Spears’ single “Make Me…” During its first week of release, it received excellent promotional first-day airplay and consistent and substantial radio airplay thereafter. But radio airplay at the end of the week was pretty much the same as at the beginning of the week, and after the promotional airplay dropped off, and the growth figures started to have a base level of airplay for comparison (the airplay total for the same day of the prior tracking week), it became clear that Britney’s single was barely growing in radio airplay at all. It never settled into a strong rate of radio airplay growth. It largely stagnated, and now, a month later, is well into a consistent decline curve.
The best case scenario is rapid day-over-day growth during the first week of release that lends itself to a still-impressive growth curve after the bump.
During the first week of airplay, I was concerned because “Perfect Illusion” did not appear to be exhibiting a clear pattern of day-over-day growth. At least, however, it did not appear to be losing ground.
So what are the numbers?
1.6M growth on overall US radio audience impressions (7th best). #73 (+8). +539 spins (1st best).
1.1M growth on US Pop radio audience impressions (6th best). #23 (+2). +299 spins (2nd best).
0.5M growth on US Adult Pop radio audience impressions (2nd best). #23 by spins (+0). +157 spins (1st best).