RATINGS TERMS YOU NEED TO KNOW
Cume is short for cumulative audience. It is the number of different persons who
listen to a station for at least five minutes during any time period.
Some members of your cume
(They agree to listen to your station.)
Cumes may not be added across Dayparts or Stations.
Station cumes may be added across discrete demographic cells within a time
period. For example:
Cume Men 18-24 + Cume Men 25-34 = Cume Men 18-34
Time Spent Listening, or TSL, is an estimate of the number of quarter-hours
the average person spends listening during a specified time period.
To Arbitron, a quarter-hour is at least five minutes in a quarter-hour on the
clock. For example, 1:00-1:05, 1:00-1:10 or 1:00-1:15 each equal one quarterhour of listening. But, 1:11-1:19 is not a quarter-hour of listening (there is not
five minutes in either clock quarter-hour, 1:00-1:15 or 1:15-1:30).
TSL is derived from two components:
Occasions, or how often listeners listen.
Duration, or how long they listen each time they listen.
On the next page is an example:
RATINGS TERMS YOU NEED TO KNOW
Bob listens to Morning Edition on his local public
radio station every weekday morning while hes
getting ready for work. Here are the times he
listens:
Day
Monday
Tune-in
6:45 am
Tune-out
8:00 am
Tuesday
Wednesday
Thursday
7:00 am
6:30 am
6:30 am
8:00 am
8:00 am
8:30 am
Friday
6:30 am
8:15 am
Duration
1:15
1:00
1:30
2:00
TOTAL
AVERAGE
DURATION
1:45
7:30
Bob
1:30
Bobs Time Spent Listening to Morning Edition is calculated as the Average
Number of Listening Occasions, (5 per week) multiplied by his Average Duration
of each listening occasion (1 hour, 30 minutes). Therefore, TSL = 5 * 1:30 =
7 hours, 30 minutes per week.
Arbitron defines Average Quarter-Hour Persons, or
AQH, as the average number of persons listening to a
particular station for at least five minutes during a 15minute period.
Lets compare Cume and AQH by using Bobs business
as a metaphor for radio listening. During a typical week, Bobs Diner serves
5,000 different people thats his CUME. However, in any typical 15-minute
period, 100 people are enjoying fine cuisine at Bobs Diner thats his AQH.
RATINGS TERMS YOU NEED TO KNOW
Here is another way to show Cume and AQH:
:45
:15
:30
The clock represents one hour of listening at our radio station, WRRC. During the
entire hour, five different listeners tuned to WRRC (A, B, C, D & E), so the Cume
audience is a total of five people. The gross amount of quarter-hours of listening
to WRRC by these five listeners is twelve. Divide the twelve quarter-hours of
listening by the four quarter-hours available in the hour and you get an AQH
audience for WRRC of three.
A Rating is an audience estimate expressed as a percentage of the population. It
can either be a Cume Rating or an AQH Rating.
Lets return to our radio station WRRC, which has a Monday-Sunday, 6 amMidnight Cume audience among metro persons 12+ of 106,700. The population
of persons 12 and older in WRRCs home metro is 953,000. WRRCs total week
12+ Cume Rating is 11.2%, which is 106,700 as a percentage of 953,000.
Cume Rating shows your reach into the market: Each week, WRRC reaches
11.2% of the metro area Persons 12+ population.
WRRCs Monday-Sunday, 6 am-12 Midnight AQH metro persons 12+ audience is
6,600. WRRCs total week 12+ AQH Rating is 0.7%, which is 6,600 as a
percentage of the metro population of 953,000.
AQH Rating is often used to indicate the delivery of an underwriting campaign:
WRRCs AQH rating is 0.7; there are 10 announcements per week. 0.7 * 10 = 7.
Thus, the weekly delivery of the campaign is 7 gross rating points.
RATINGS TERMS YOU NEED TO KNOW
Share is defined as a stations AQH audience expressed
as a percentage of all Persons Using Radio (or PUR) in
the time period. In the illustration to the right, the total pie
represents Persons Using Radio (PUR) the listening to
all radio. The yellow slice is your stations share, while the
other slices represent the shares for other stations. Share
is the audience estimate used most often to describe a
stations position in a market.
The pie = listening to all radio
Lets go back to our station WRRC for another example.
WRRCs Mon-Sun, 6 am-Midnight AQH metro persons 12+ is 6,600. At the
same time, the listening to all radio, or Persons Using Radio (PUR) is 135,000.
Therefore, WRRCs AQH Share is 4.9%, or 6,600 as a percentage of 135,000.
Listening to WRRC represents 4.9% of the radio listening pie.
Listener Choice is a way to segment a stations listeners by how much they
listen to a station in relation to other stations.
Exclusive Cume persons mention only your station in their diaries.
First Preference Cume listen to your station as much as or more than they
listen to any other station. This also includes Exclusive Cume.
Second Preference Cume You receive the second-greatest amount of
listening in these persons diaries.
And so on . . . (Third, Fourth+).
Here is an example from the RRCs ListenerPC software:
ListenerPC
Produced by RRC LPC Version 3.0 from Arbitron Diary Data
Anytown - Spring 2008
Persons 12+ in Metro
Loyalty and Choice
Cume
WRRC-FM Mon-Sun 6A-12M
106700
----- Choice Percents ----
Percent
Exclv
First
2/3rd
4th+
Loyalty
9.6
42.2
37.3
10.9
37.1
RATINGS TERMS YOU NEED TO KNOW
You can also choose to graph the Listener Choice data:
WRRC-FM Metro Cume Persons 12+
by Choice Category
Mon-Sun, 6 am-12 Mid / Spring 2002 Arbitron
Exclusive & 1st Choice
Exclusive 1st
Choice 2nd/3rd
Choice
4th+ Choice
make up your total
First Preference or P1
audience
37.3
42.2
Listener Choice is important because you probably have several constituencies
within your audience: News/Information listeners, Music listeners, A Prairie Home
Companion listeners and/or Whatever is on, we listen listeners. In addition,
Choice categories are more precise indicators than simple Cume or AQH data of
how well (or how poorly) you are serving your audience.
If the bulk of your listeners are Exclusive and/or, First Choice, they like what
youre doing on the air. But if your cume is small, and the bulk of your audience
is Exclusive/First Choice, you may be too narrowly targeted. If the bulk of your
listeners are 2nd, 3rd and/or, 4th choice, youre probably trying to serve too
many different constituencies.
Loyalty is the total QHs of listening to your station expressed as a percentage of
all QHs of listening to radio in your listeners diaries. It is a measure of how well
(or how poorly) your programming elicits listening by your cume.
Lets look at our ListenerPC example again:
ListenerPC
Produced by RRC LPC Version 3.0 from Arbitron Diary Data
Anytown - Spring 2008
Persons 12+ in Metro
Loyalty and Choice
---- Choice Percents --WRRC-FM Mon-Sun 6A-12M
Cume
Exclv
First
2/3rd
4th+
106700
9.6
42.2
37.3
10.9
Percent
Loyalty
37.1
RATINGS TERMS YOU NEED TO KNOW
Here is how to interpret this Loyalty rate:
Of all the quarter-hours of listening to radio over the entire survey week by your
106,700 metro area cume persons, 37.1% of those QHs were spent with WRRCFM. The audience is 37.1% loyal to the station.
What does the level of loyalty indicate? Low loyalty suggests you may be trying to
serve too many constituencies. High loyalty, but low cume says you are superserving too small a target audience. High loyalty and high cume means you are
doing a good job of bringing people in and keeping them involved with the station.
Expressing Arbitron estimates. Arbitron data are expressed with the following
conditions: By Geography, Demographic and Daypart. There are three definitions
of geography: Metro, Designated Market Area (DMA, a television definition) and
Total Survey Area (TSA, which includes the Metro survey area). Demographics
are expressed as Persons 12+, Men 25-54, etc. Dayparts are expressed as
Monday-Friday 6 am-10 am, Saturday 10 am-2 pm, etc.
For example, in Spring 2003, WRRC-FM in Phoenix has a 6.4% AQH Share in the
Metro (GEOGRAPHY), among Persons 12+ (DEMOGRAPHIC), Monday through
Sunday, 6A-Mid (DAYPART).
Lets review
Here are the Terms You Need To Know:
Cume
TSL (Time Spent Listening)
AQH (Average Quarter-Hour Persons)
Rating
Share (AQH Share)
Listener Choice Categories
Loyalty
Arbitron data are expressed as Persons, Ratings or Shares.
Cume Persons are the number of different listeners who tune in a station for at
least five minutes in an average week.
AQH Persons are the average number of listeners per quarter-hour. Rating
expresses either Cume or AQH as a percentage of the population. Share is a
stations percentage of all radio use in the market.
Do you have questions? Contact RRC for more information:
Phone: 301-774-6686
Website: www.RRConline.org
email: [email protected]
