2012 Radio Survival Kit Contents - Nielsen

12. GROCERY BUYERS
Nielsen - 2012 Radio Survival Kit.
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Grocery Buyers in this report are defined as follows: One person in each home sampled has been classified as the person responsible for most of the grocery shopping. This person
is the household member who has responsibility for deciding what is purchased. A person who is responsible for grocery shopping who is working, for the purpose of the survey, is a
person who has paid or unpaid employment on a full, part-time, or limited basis during the week prior to interview.
13. AUDIENCES BY QUARTER HOURS - IMPORTANT NOTES
As the figures shown in the report are WEEKLY AVERAGES, care must be exercised when considering audience figures for any quarter hours during which a station has been both on
and off the air over all weeks of the survey period. To calculate the actual average station audience for any quarter hour concerned, the figures in the report should be adjusted as
follows:
(a) Suppose "Station A" had broadcast between 6:00-6:15 am for only ONE week of a ten week survey. Because the computer would divide the total ten-week results by ten to
obtain a weekly average, the 6:00-6:15 am audience figure shown for "Station A" will represent approximately one-tenth of the actual audience reached in the one week
concerned. An appropriate adjustment should therefore be made.
(b) Suppose "Station B" had broadcast between 11:30-11:45 pm for only five of the ten weeks of the survey. The 11:30-11:45 pm audience figures shown for "Station B" will
represent approximately 5/10th (one half) of the actual average audience. An appropriate adjustment should therefore be made.
The formula for adjusting any quarter-hour affected is:
Audience as per report multiplied by the number of weeks in survey divided by the number of weeks the station transmitted.