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Duplicated audience refers to the percentage of one station’s cumulative audience that also listens to another station during a specified daypart. Simply put, duplication can be thought of as shared listeners between two stations.
As we’ve been learning and seeing, radio listening is not diminishing, but it is shifting. Radio listening is shifting to other media such as online, cell phones, digital, etc. Heavy radio listeners tend to be heavy digital consumers. By showing the value of your online users, advertisers can get the best of both worlds by advertising to terrestrial listeners and online users.
At last month’s Morning Show Boot Camp, Arbitron presented a benchmark study on the top 25 successful morning shows according to PPM. You can see the full presentation here but we thought there were a few points worthy of your attention.
Media buyers can be divided into two groups: Those who want to make quality buys at the lowest cost per point. And, those who want to buy at the lowest cost per point. It is our hope that making a quality buy should always be the buyer’s goal.
You have just received a Request for Proposal (RFP). So now where do you start? How are you going to show the value of your station(s) and have it/them stand above the rest?
As we discussed last time, you need to make sure you understand the fundamentals of AQH before devising a strategy to build ratings. Two things impact your AQH: cume (how many people come to your radio station) and time spent listening (how long they listen).
Today’s post addresses the second component of AQH…
