Benchmark

Compare how efficiently different stations reach potential customers with the Benchmark report.

While a Ranker compares stations using Average Quarter-Hour, Cume, Rating, or Share, the Benchmark report determines how many commercials are needed by each different station to reach the same number of people (Net Reach). Viewing the number of commercials needed, and possibly the investment required, can paint a clear picture for potential advertisers.

How does the report work?

This report establishes the benchmark, or Net Reach, by using a one-week sample schedule of the benchmark station. Then Tapscan adds commercials to the other stations' one-week schedules until the Net Reach is as close as possible to that of the benchmark station.

Different views

You can view or print PDF versions of each report view.

View samples:

• Benchmark text — a list of commercials by station.

• Benchmark table— a vertical orientation that allows you to use the most possible estimates. It shows spots needed by station.

• Benchmark graph — a horizontal or vertical bar chart comparing spots needed by station.

• Benchmark classic — combines the horizontal or vertical bar chart and table views.

• Pop/Intab view provides details about the source used for population, in-tab and any socioeconomic selections.

To create a Benchmark report:

1 Click the Benchmark Based on Commercials on Station* link, then choose a station and set the number of commercials as the reference for comparison.

2 Click the Spot Lengths and Rates link to set values for each station if you want to compare investment as well.

If you include lengths and rates, open the Classic tab to view a graph showing number of commercials and a table comparing rate, investment, reach, frequency and gross impressions.