By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Additional resources for Advertising Media Sourcebook, 4th edition
Cume" (cumulative listening). m. Monday thin Friday). "AQH" Rating. The AQH Rating is estimated listenership expressed as a percentage of the audience segment. 0 rating means one percent of women 25 to 49 in the area were part of a station's audience. "AQH" Share. The AQH Share is also a percentage reflecting the proportion of total listeners listening to a particular station. Thus, a 10 percent share for a station would mean its proportion of all who were listening. It does not reflect the audience size (1 of 10 and 1,000 of 10,000 are both 10 percent shares).
Format Notes The measure listed as "Penetration" is calculated by dividing the publication's circulation by the DMA household total. , unduplicated). " These columns reflect a derived statistic that combines penetration with population, household, and retail sales figures for each county in the DMA. The "20 %'' feature means the newspaper must have at least 20 percent penetration for each county to be included in this column. To interpret look at the "20 % MAC Daily" listing for the Bay City Tribune.
Historically, television media activity is not the same month after month. Most of the costing variables shift: programs change, viewer interest changes, and advertising demand changes. All these contribute to the need for seasonal price changes. What an advertiser allocates for a February schedule will not buy the same in December. Page 33 Illustration There are at least two ways that this estimator can be used. Working to dollars means deciding how many GRP are needed and finding the cost. If an advertiser wanted 100 "prime" rating points during the second calendar quarter it would cost between $1,120,000 and $1,410,000 (100 × $11,200 and 100 × $14,100).