arrow to move them to the Selected box.The County Composition report shows how much of a station's overall audience resides in particular counties.
One of radio's major benefits is the ability to target consumers in specific areas. Though radio station signals may be far-reaching, the most important area to an advertiser is the one closest to their business. With the County Composition report you can show how your station focuses on the areas most important to your advertiser.
If your station covers a large geography, you can show how many potential customers you deliver in the counties most important to the advertiser. You can also position your listeners that are outside the trade area as bonus coverage that other media, like direct mail or newspaper, will never reach.
You can view or print PDF versions of each report view. You can also export the report to a comma-delimited .csv file which will look like the table view without formatting.
View samples:
• County Composition table — a vertical orientation that allows you to use the most possible estimates. It shows selected age cells by station.
• County Composition graph — a vertical bar, horizontal bar or pie chart based on the sort estimate and selected stations (see Related topics... below).
• Pop/Intab view provides details about the source used for population, in-tab and any socioeconomic selections.
To create a County Composition report:
1 Click the Counties* link.
2 Select counties in the Available box and click the arrow to move them to the Selected box.
OR click the Move Metro Counties to the Selected column link.
A double asterisk (**) following a county name indicates less than minimum in-tab.
• Use this report as a prospecting tool.
• Focus your time in areas where you know you have significant listeners to increase the likelihood of success for you and for the advertiser.
More listeners = more prospects for the advertisers. More prospects for the advertiser = a higher probability of sales.
If an advertiser is successful using your station, that advertiser is more likely to make future investments in your station.
• If you just want to show the additional coverage your station delivers outside the metro, use the Outside report. The Outside report compares your metro listening to your listening in the TSA or DMA.
• Some counties may show a geographic (ex: North/South) or ethnic (ex: HDBA) split. All splits in a county need to be considered when looking at the entire county.
Related topics...