CUME VS. Rating %??

[jestin]

Can anyone help me better understand this, how can a show have a HUGE CUME and still be rated well below people with a smaller CUME rating? Is there a place where you can see Morning show ratings for the SF bay Area? Lastly what is more relevant to Advertisers CUME or Rating %..... I am sure age range has more to do with all of it.... IE: 18-36 Y/O are more willing to spend money... or whatever.

Thanks for any help answering this GEEK radio Question .

 

[michael hagerty]

Can anyone help me better understand this, how can a show have a HUGE CUME and still be rated well below people with a smaller CUME rating? Is there a place where you can see Morning show ratings for the SF bay Area? Lastly what is more relevant to Advertisers CUME or Rating %..... I am sure age range has more to do with all of it.... IE: 18-36 Y/O are more willing to spend money... or whatever.

Thanks for any help answering this GEEK radio Question .

Cume (short for cumulative audience) is the total number of people over the course of a week who sample your station, regardless of the amount of time they listen.

The number you refer to as "rating %" is actually quarter-hour share...and it's the percentage of the audience that is tuned to a station in any given 15-minute period.

A smaller number of listeners who listen longer to their station can result in a bigger share than a larger number of listeners who tune out of their station quickly.

 

[davideduardo]

Can anyone help me better understand this, how can a show have a HUGE CUME and still be rated well below people with a smaller CUME rating? Is there a place where you can see Morning show ratings for the SF bay Area? Lastly what is more relevant to Advertisers CUME or Rating %..... I am sure age range has more to do with all of it.... IE: 18-36 Y/O are more willing to spend money... or whatever.

Thanks for any help answering this GEEK radio Question .

You already got most of the answer.

Advertisers use ratings to make ad buys, not cume and not share. They establish prices based on the cost per rating point (or fraction) of each station. A rating point represents 1% of the people in the desired universe... such as adults 25-54. Share represents the percentage of the pople in the desired universe who are actually listening to radio who are tuned to one station.

Cume is used to determine the potential number of people an ad buy might reach, and ad agencies have software that can combine the cume of a number of stations to look at duplication and total ad reach as well as to estimate how many times an ad could reach the "average" person (impressions).

But, overall, it is not about how many people a station reaches, but about how many are listening at the moment an ad airs.

 

[jestin]

Thanks to you both, this was very helpful.

Is there a way to see a breakdown in hours? Like Morning Ratings midday? Or is that information not released for public consumption. It seems to me the 6+ # is close to useless…. It would seem from your responses that hourly / Age specific #’s are what station/advertisers care about.

Thanks again!

 

[SFStatic]

LOL! Yes, there are all kinds of breakdowns by time of day, age & sex, and on and on. ARB charges rather dearly for this information, but stations and agencies have them!