2010 Radio Ratings Survival Kit - Nielsen

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Net Reach (1+ Reach) used in Reach & Frequency Terms and Definitions con’t Refers to the number (000’s) or proportion (%) of different people reached at least once by a specified number of advertisements. Net reach can be expressed in terms of numbers of people and/or as a percentage of the population group being targeted. Ie. Net Reach is similar to Cumulative Audience but is usually quoted in association with the effectiveness of an advertising campaign, whereas Cumulative Audience is used when analysing timeperiods or sessions. Maximum Reach used in Reach & Frequency Refers to the total number of people it is possible to reach on the station/s and session/s selected within a schedule. I.e the total station cume or multiple station cume for the session chosen. e.g. If Station B has a total cume 669,0000 it is not possible to reach any more listeners as the station only has 669,000 listeners. To achieve the maximum reach an advertiser would have to put an advertisement on every ¼ hour. Gross Impacts used in Reach & Frequency The sum of the quarter-hour audience for all spots in a given advertising schedule. This figure will most likely include duplication of listeners. It is the total number of times a listening audience has the opportunity to “hear” an advertisement. Average Frequency used in Reach & Frequency The average number of times that radio listeners “reached” by an advertising campaign are exposed to an advertisement. Or how many times they have “heard” the advertisement. e.g. The average frequency for Stations A, B & C is 4.2 times. Effective Frequency used in Reach & Frequency Shows how the reach for a number of advertisements is made up in terms of the numbers (000’s) and proportion (%) of people who were reached or heard 1 or more, 2 or more, 3 or more times etc, by a series of advertisements. (e.g 1+,2+, 3+ etc) Exclusive Frequency used in Reach & Frequency Shows how the reach for a number of advertisements is made up in terms of the numbers (000’s) and proportion (%) of people who were reached or heard exactly once, exactly twice, exactly 3 times etc, by a series of advertisements. (e.g 1, 2, 3 etc) Cost Per Thousand (CPM) used in Reach & Frequency The cost of each 1000 impacts delivered by an advertising schedule (I.e. the cost of the schedule divided by the gross impacts gives you a cost per thousand). The Nielsen Company – 2010 Radio Survival Kit. Page 2 of 2
1. SAMPLE DESIGN The Nielsen Company - 2010 Radio Survival Kit. RADIO SURVEY METHODOLOGY AND OTHER TECHNICAL INFORMATION The sample on which all radio survey information is based, is a stratified multistage probability sample selected in the following manner: Page 1 of 5 The total sample requirement of Census Collector's Districts (CDs) is allocated to the regions making up the survey area (see area definitions elsewhere in survival kit) in proportion to the 2008 Estimated Resident Population. Within each region, the sample of CDs is then allocated to the Statistical Local Areas (SLAs) which make up that region in proportion to the 2008 Estimate of occupied private dwellings. SLAs, which are too small to attract sample, are grouped with SLAs adjacent on a geographically ordered list. Within each region SLAs (or groups of SLAs) are divided into bands according to the number of CDs required. The CDs are ordered in a geographic serpentine order, and grouped into bands of adjacent CDs such that the bands have equal numbers of occupied private dwellings according to the 2008 Estimated Resident Population. One CD is selected in each band in Sydney, Melbourne, Brisbane, Adelaide and Perth. If a selected CD has recently been used in a Nielsen Media survey, a further selection is obtained in the same manner. In some cases CDs are combined to build up the size of the area to a minimum level. Geographic serpentine ordering of areas is done by starting with the area in the north eastern corner (top right) and proceeding from east to west, and then west to east, gradually moving southwards, in a winding or serpentine fashion. This method ensures an even spread of the sample across the target area. Metropolitan Markets In Sydney, Melbourne, Brisbane, Adelaide and Perth during the first survey wave, a quarter of the selected CDs, spread throughout the entire survey area, are surveyed each week. In subsequent survey waves one fifth of the CDs are surveyed each week. Data from two survey waves are combined in producing a report although only the last two weeks of data carry over from the first survey into Wave #2 in the markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Selected CDs are mapped, blocks numbered and starting points selected at random. To achieve the planned sample, a minimum of four diaries is placed in each interviewing area each week. Regional Markets In the majority of regional markets the selected CDs are surveyed across the whole survey period. In certain larger markets the selected CDs are surveyed across half the survey period, then re-visited for the other half. Selected CDs are mapped, blocks numbered and starting points selected at random. To achieve the planned sample, a minimum number of diaries are placed in each interviewing area each week. The actual number is depends on the total sample and number of CDs to be surveyed. Interviewing follows a prescribed order of blocks within each CD. Sampling is sequential over time with up to three calls being made on every selected household. These calls are spaced over alternate waves of the survey. Interviewers rotate their calls over different times of the day to give full opportunity for all types of households to participate. For some regional markets, in some of the more outer lying areas, participants are recruited by telephone and diaries are mailed to respondents. The sample for these is designed as a random sample of population with telephones in the defined survey area. Initially, the survey area is defined in groups of SLAs/CDs as per above. These areas are then converted into telephone exchange areas as defined by Telstra. Telephone number ranges available to each exchange are then used to generate telephone numbers at random. The amount of random telephone numbers generated for each exchange are selected in proportion to the population within each exchange area.
Page 1 and 2: 2010 Radio Survival Kit Contents
Page 3 and 4: 2010 Reporting Periods for Rolling
Page 5 and 6: 2010 Metropolitan Radio Survey Rele
Page 7 and 8: How do I download my survey data? 1
Page 9 and 10: 2010 Population Potentials by Demog
Page 11 and 12: 2010 Population Potentials by Demog
Page 13 and 14: SYDNEY 2010 - POPULATION SPREAD BY
Page 15 and 16: MELBOURNE 2010 - POPULATION SPREAD
Page 17 and 18: BRISBANE 2010 - POPULATION SPREAD B
Page 19 and 20: BRISBANE 2010 - POPULATION SPREAD B
Page 21 and 22: ADELAIDE 2010 - POPULATION SPREAD B
Page 23 and 24: PERTH 2010 - POPULATION SPREAD BY S
Page 25 and 26: NEWCASTLE 2010 - POPULATION SPREAD
Page 27 and 28: GOLD COAST/TWEED 2010 POPULATION SP
Page 29 and 30: 2010 CANBERRA - POPULATION SPREAD B
Page 31 and 32: The Nielsen Company has compiled an
Page 33 and 34: Radio Information on the Commercial
Page 35 and 36: Radio Advisor - Basic RA3 2010 Radi
Page 37 and 38: 2010 Nielsen Radio Training Schedul
Page 39 and 40: Radio Advisor Features… Cruise a
Page 41 and 42: Standard Demographic Categories Ava
Page 43 and 44: Newspaper Readership (NP) Read a ne
Page 45 and 46: METRO LIFESTYLE QUESTIONNAIRE The f
Page 47 and 48: Radio Facts • On average, 60% of
Page 49 and 50: A better understanding of consumer
Page 51: Some of the more frequently used ra
Page 55 and 56: The Nielsen Company - 2010 Radio Su
Page 57 and 58: 12. GROCERY BUYERS The Nielsen Comp
Page 59 and 60: Sydney Melbourne Brisbane Adelaide
Page 61 and 62: Q: I sometimes get crackling on my
Page 63 and 64: Strict adherence to the specific gu
Page 65: COMMERCIAL RADIO STATIONS 2010 Copy

2010 Radio Ratings Survival Kit - Nielsen

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