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Needle in the Radio Haystack

September 19, 2024

If you’re a Nielsen subscriber in a PPM market, you are just a few clicks away from a wealth of data. PD Advantage and Tapscan can help you parse the numbers beyond who’s #1 in your target demo. The Custom Programming Reports (CPRs) will show you who your top panelists are and when they went live. (Remember: quarter hour counts in CPRs are not weighted.)

These are all valuable tools you should master so you not only know how your stations are performing, but why they are, or are not, succeeding.

What if I told you there was a way to go even deeper into those numbers? A way to see who is giving you the most quarter hours and where they are. What if I could show you who is contributing the most quarter hours to your competition and if they are a part of your cume?

We have two reports and a process that can (and does) make this possible.

The first is our Exact Age report. This breaks down your audience by age and includes other defining characteristics, as well. Unlike the CPRs, all the data is weighted, so you get a clear picture of who your strongest listeners are.

The second is the Hot Zip report. This functions similarly to Exact Age but focuses on every zip code in your market.

These reports are trended and feature every station in your market that made the book.

We use these two reports to triangulate the data to find who is listening and where they live. Let’s be clear. When I say “who” this does not mean we know their names or addresses.

Why is this information so powerful?

First, it helps you make more informed programming decisions. It will help you identify who may have left your station or, and we see this often, who aged out of your demo. It will tell you if your great book was confined to a couple of listeners or a broader influx of AQH. It also includes a proprietary view of the shared market listening that our clients find extremely valuable.

Second, if you are fortunate enough to have a marketing budget, this will aid you in refining those efforts.

The best part of all this? You have the data emailed to you within a few days of the book’s release.

We’d love to show you how this works. Hit us up and we’ll set up a free demo.

-Steve Allan, Programming Research Consultant

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