The_X_Man_Cometh said:
David Eduardo said: The sum of the shares of all stations will always be 100. "Share" means the percentage of radio listening each station has.
So.
If a '100' share would be 5 million...why wouldn't a '5' share be 250,000, as little1 suggested?
100% of the people are
NEVER listening to radio at any given time.
In PPM we see that at most perhaps 12 to 13% of people are listening at any given time during even the most listened to daypart, middays. So, in a market of 5 million, at most about 600,000 might be listening at one moment in time.
So, a 5 share in middays would be about 30,000 persons. A 5 share 6-Midnight would be perhaps 25,000 to 26,000.
That is because the "5" share is 5% of the people listening to radio. Not of all people, just those with a radio on.
That 5 share is a rating of about 0.6 which means that while 5% of the radio listeners are tuned to a specific station, only about 6/10ths of a percent of all persons... those with the radio on and those who don't have radios on... are listening to the station.
Rating = percent of the universe.
Share = percent of only those with the radio on.
