Week 8 - Radio

Question 1

What are the minimum sample sizes per survey for Sydney, Melbourne and Brisbane?

Answer 1

2,400 individuals aged 10 years and over

Question 2

What are the minimum sample sizes per survey for Adelaide?

Answer 2

1,750 individuals aged 10 years and over

Question 3

What are the minimum sample sizes per survey for Perth?

Answer 3

1,850 individuals aged 10 years and over

Question 4

What is share of listening (share)?

Answer 4

Share is a station’s average audience in any given time period, expressed as a percentage of all people using radio in the same time period. Therefore it shows how much of the total listening is tuned to a particular station (i.e. all stations’ shares add up to 100%)

Share is not a measure of the no. of listeners to a station, it’s a stations share of the total pie of listening.

e.g. 10% of the total radio audience Monday-Friday 5:30-9am is tuned into Station X

Question 5

What is the cumulative audience (or Cume)?

Answer 5

The total number of different people who listen for at least a minimum of 8 minutes over a chosen time-period / day part

e.g. 600,000 different people tuned into Station B at some stage during Mon-Sun 5:30am to 12 midnight

Question 6

What is an average audience (or ave)?

Answer 6

The average number of people listening per quarter hour in any given time-period or session.

Question 7

How are average audiences calculated?

Answer 7

Add together each quarter hour audience in the time period then divide that by the number of quarter hours in the session.

Question 8

What is time spent listening (TSL)?

Answer 8

An estimate of the amount of time a station’s audience spends listening during a specified time period. Shown in hours and minutes, TSL does not denote audience size; station with a small audience can have a longer TSL than station with a larger audience. TSL is most commonly shown across the entire week.

e.g. 5:30am-12mn Mon-Friday, Station X has a TSL of 8 hours, 15 minutes (8:15)

Question 9

What is station selection?

Answer 9

Select stations that will best deliver campaign results:

• select stations which target audience effectively
• select appropriate number of stations to maximise reach of target audience
• select most cost effective stations within budget to generate maximum reach
• select day-parts that have high reach against the target or are contextually relevant

Question 10

What is cost per thousand (CPM)?

Answer 10

Cost per thousand is the measurement of determining the cost of buying or reaching a thousand audience.

Calculated by dividing the number of thousands for a particular demographic into the rate of cost.

000’s / $ = CPM