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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 11-10 Partial sample
page from Arbitron
radio ratings report
V. Developing the
Integrated Marketing
Communications Program
11. Evaluation of Broadcast
Media
Target Audience, Persons 18–49
© The McGraw−Hill
Companies, 2003
Monday–Friday Monday–Friday
6–10 A.M. 10 A.M.–3 P.M.
AQH CUME AQH AQH AQH CUME AQH AQH
(00) (00) RTG SHR (00) (00) RTG SHR
KCBQ
METRO 25 263 .2 .8 40 365 .3 1.3
TSA
KCBQ-FM
25 263 40 365
METRO 101 684 .7 3.1 117 768 .9 3.7
TSA
KCEO
101 684 117 768
METRO 11 110 .1 .3 8 81 .1 .3
TSA
KFMB
11 110 8 81
METRO 171 790 1.3 5.3 106 678 .8 3.3
TSA 171 790 106 678
station KCBQ during the weekday morning daypart is 26,300. Cume estimates the
reach potential of a radio station.
The average quarter-hour rating (AQH RTG) expresses the estimated number of
listeners as a percentage of the survey area population. The average quarter-hour
share (AQH SHR) is the percentage of the total listening audience tuned to each station.
It shows the share of listeners each station captures out of the total listening audience
in the survey area. The average quarter-hour rating of station KCBQ during the
weekday 6 to 10 A.M. daypart is 0.2, while the average quarter-hour share is 0.8.
Arbitron is conducting market trials of its portable people meter (PPM) device,
which was discussed earlier in the chapter, for use in measuring radio audiences. The
radio industry and advertisers have always had concerns over the use of Arbitron’s
diary method. Many view the new PPM technology as a more valid audience measurement
system. 48
Arbitron also recently began measuring listenership to webcasts. Arbitron Webcast
Ratings is an audience measurement service that measures Internet audio and video
tuning across all webcasting sources. However, this service is still in a pilot testing
phase. 49 Arbitron’s research has found that 30 percent of online users have listened to
Internet radio stations and the number continues to grow. This will make the measurement
of radio listening over the Internet a very important area in the future.
RADAR Another rating service that is now owned by Arbitron is RADAR
(Radio’s All-Dimension Audience Research) studies, which are sponsored by the
major radio networks. Audience estimates are collected twice a year on the basis of
12,000 daily telephone interviews covering seven days of radio listening behavior.
Each listener is called daily for a week and asked about radio usage from the day
before until that moment. RADAR provides network audience measures, along with
estimates of audience and various segments. The audience estimates are time-period
measurements for the various dayparts. RADAR also provides estimates of network
audiences for all commercials and commercials within various programs.
As with TV, media planners must use the audience measurement information to
evaluate the value of various radio stations in reaching the advertiser’s target audience
and their relative cost. The media buyer responsible for the purchase of radio time
works with information on target audience coverage, rates, time schedules, and availability
to optimize the advertiser’s radio media budget.