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Profiling Your Listeners – Part I

July 20, 2023

New data is available every month in PPM markets. Depending on the market, diary data releases two times, four times, or 12 times per year. For most markets, Scarborough consumer data releases twice per year. All of this information can be overwhelming. So how do you determine what to consider when profiling your listeners?

At Research Director, Inc. we are experts at finding the right nuggets to profile your audience. In this blog, we will focus on the quantitative aspects to consider. Whether you choose to look at a single month survey or a multi-book average, here are the things you want to analyze for your station profile.

  1. Trends for AQH and Cume Persons. Is your cume stable, increasing, or decreasing? This indicates the size of your audience. Are you attracting new listeners? What about your AQH Persons trend? Is it going up or down? Is it flat? AQH reflects the amount of time listeners spend with the station and helps to build frequency of a message. Start with 12+ or another broad demo and then look at your target demos. You could also look at total week versus specific dayparts.
  2. Current Rank for AQH and Cume Persons. This can be analyzed for your target demos for total week versus specific dayparts. Where do you have a higher rank, AQH, or cume? Higher ranks for AQH indicate your station has an advantage for Frequency. If you have higher ranks for cume, the station has an advantage to deliver Reach. Which is your strength? Determining that enables you to choose your best positioning for sales.
  3. Audience Sharing (duplication). Who are the top five stations you share your audience with? You may be surprised to find it isn’t always a format competitor. Run the Duplication Grid report in Tapscan for your target demo during total week and/or Radio Prime and sort by your station. The top stations are your biggest competitors to get on a buy.
  4. Composition Reports. Using the composition reports is the most helpful to fine-tune the demos in which you can compete best for buys. The higher the composition, the more efficient the station is in delivering the target. You can look at age, gender, ethnicity, listening locations, or geography (where they live) to further profile your listeners.

If you are running reports in Nielsen’s Tapscan software, you will need to run dozens of variations for the trend and rank reports mentioned above. Or … you can reach out to us at Research Director, Inc. for our proprietary Snapshot Rank & Trend Reports. It will save you a ton of time and our expert insights are also included.

In addition, we are here to help you with your station’s profile – just give us a call or send us an email. Go check out the second part of our analysis, Profiling Your Listeners – Part II where we outline the qualitative aspects to include in your station’s profile.

-Karen Morriss, Director of Client Services

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