2012 Radio Survival Kit Contents - Nielsen

Nielsen – 2012 Radio Survival Kit.
2012 Radio Training Courses
These training sessions are free to current subscribers of Nielsen’s Radio Ratings Data. For dates and
times of training, please refer to the separate 2012 Training Schedule.
Theory and Software courses available this year are:
Nielsen Radio Ratings Certificate Course
A two part course covering all aspects of Radio surveys from the methodology used through to the type of data available
and how to read and use it. To ‘pass’ each module, students will be required to undertake a small quiz. A certificate is
awarded after successful completion of each module. Please note this course does not include software training; please
refer to the following page for software courses.
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Module 1 - Understanding How Radio Surveys Are Conducted
Information covered: In this course we discuss Nielsen’s Radio Audience Measurement. We outline how surveys are
conducted; from the selection of the sample, the areas we use and how to fill out the Radio Diary. We explain the
accuracy of the survey data right through to the delivery of the data.
We demonstrate how to read and use the data. We define the four basic Radio statistics and Reach & Frequency.
We interpret a Radio schedule and how it can be used to demonstrate a stations’ ability to reach a client’s specific
target audience. We explain how Reach & Frequency can be used to monitor music or promo rotation.
By the end of the session you will understand how the Radio surveys are conducted and what the four basic statistics
and R&F are. How Share, Cumes and Average Audience differ and what other statistics you need to know when you
first start in Radio.
Who for? Sales & Marketing, Programmers, Media Buyers/Planners, Researchers - either as a refresher for current
staff or as the perfect introduction for new staff.
Pre- Requisite: None Length: 2 Hours
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Module 2 - Understanding the Survey Numbers
Information covered: In the course we re-cap the four basic statistics and look at how they are calculated. We define
the relationship between Averages, Cumes, & TSL. We demonstrate what can affect a station’s Share, and why your
station’s Cume and TSL are important. How to interpret the data and analyse your station through trending survey
results.
We introduce other statistics such as Exclusive Audience, Turnover and Profile. We also covers the “Do’s and Don’ts”
of survey numbers as well as what you can and can’t do with the data.
We interpret Ebb & Flow data and see whether or not your listeners are staying with you or going to another Radio
station. We also interpret Station Loyalty and find out how loyal your station’s listeners are.
By the end of the session you will have a thorough understanding of the Survey Numbers, how the numbers work
together, what influences your Share figures and how to analyse your station’s survey results.
Who for? Sales and Marketing, Programmers, Researchers and anyone interested in gaining extensive knowledge of
survey numbers.
Pre- Requisite: Module 1 “Understanding How Radio Surveys are Conducted” Length: 2 Hours
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For more information on these products, please contact your Nielsen representative or refer to the
Media Client Service Contact sheet included within the Survival Kit.