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Arbitron Ratings

R

radiojunk

What numbers do ad agencies use most? CPP, CUME, etc? and what demographic? Does 12+ mean anything or what? I'm new to this Arbitron stuff, so please be nice. I already know I don't know.
 
Most people on these boards will say that 12+ (for the old diary method) or 6+ (for the new portable people meter method) numbers are not important. They are too broad and that is why Arbitron posts them for free. They are fun to look at though. Details beyond 12+/6+ require a subscription. The important numbers begin with the primary demographic, adults 25-54 years old. Adults 18-49 and 18-34 are also important numbers. Other demographics, such as gender and ethnic composition are also important. There you have it, Arbitron 101. Hope that helps.
 
I understand that the vast majority of buys are for, in this order, Adults 25-54, Women 25-54, Adults 18-34, Women 18-34 and Men 25-54. Everything else is way below!
 
radiojunk said:
What numbers do ad agencies use most? CPP, CUME, etc? and what demographic? Does 12+ mean anything or what? I'm new to this Arbitron stuff, so please be nice. I already know I don't know.
Click to expand...

Buyers who use ratings, such as agencies, use the rating number in the desired demo to make buys. Since rating represents the number of people in the target who will, on average, hear each spot, it allows comparing a station's rate with its delivery.

An agency will have a goal in any given market of buying at a particular cost per rating point. Stations that deliver efficiently will be bought first and most often.

When making a multistation buy, an agency will often use cume and rating (or share or AQH persons, all of which are the same thing expresssed differently) to determine the optimum reach and frequency for a campaign. This avoids buying too many stations at the older or younger (or too male or too female, etc) part of the target, or stations that significantly duplicate others with no added cume.

Clients will usually instruct the agency as to the intended demographics for a product or service, based on design criteria and research. The agency may participate in market research to determine the best sales opportunies,

25-54 is the biggest demo because it encompasses the wide variety of more specific demos we see, such as "English dominant Hispanic Females 25-44" and so on. 18-49 is growing in importance as advertisers generally find a better return on investment from advertising to younger consumers. Of significance, either as a specific target, or one that must be included in buys, are Hispanics and Blacks, who make up over 30% of the population, and as much as 70% in markets like Miami.

The FCC has become active of recent in making sure ad buys are not descriminatory because of the instances of "no Black" or "no Hispanic" buying dicates in the past, so ethnic analysis of a campaign will be very important in the future.
 
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