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Fish Where the Fish Are

Fish Where the Fish Are

While we regret the use of a hackneyed cliché as our headline, the fact remains that audience levels do vary by day part and by hour.

There are two ways to look at this.

First, overall market listening. What hours of the day have the highest AQH? And, the lowest? The former presents a golden opportunity to “fish” for listening. For example, if you are planning on a commercial-free sweep, it might be best to place it in a heavy hour.

Conversely, when you have to make up those lost units you may want to focus on hours with lower AQH levels.

How do you find this information? The easiest way is through our Instant Answer report. Every month we track hour by hour listening for both 6+ and the station’s target demo.

But wait, there’s more.

Overall listening levels are certainly a leading indicator but do not tell the whole story.

What does the listening look like for you and your direct competitors? We call this a format group and can break down listening into quarter hour listening levels. Our Ratings Booster can tell you where your format is strongest and whether you are winning (or losing) those quarter hours. Many of our clients use this exclusive report for stop set placement, special features, and more.

Mining big data is a laborious task but the nuggets that process produces can yield ratings gold. (Yes, another hackneyed cliché…)

If you’d like to do some fishing, contact The Ratings Experts from RESEARCH DIRECTOR, INC. and we can help you bait the hook.

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