To include all stations in your export to a .csv file, select All in the Display Top drop-down above the report.Think of duplication as:
• Shared listeners between two stations.
• Listeners who use both of the stations you're analyzing.
You can use duplication to show:
• The efficiencies gained by using different combinations of stations.
• That overall station size isn't everything if you're using multiple stations. The mix of stations is just as important as the size.
• The sizeable audience you can't get by using a specific station.
For example...
• A client is buying WAAA and WBBB.
• WAAA and WBBB have large individual audiences, but have a high duplication percentage between them. In other words, they share a lot of listeners.
• WZZZ does not have as many total listeners as WBBB, but shares very little audience with WAAA.
You could make the case that WZZZ is the better fit with WAAA. The client is already reaching many WBBB listeners by using WAAA, so why pay again to reach them on WBBB? Because WZZZ shares very little audience with WAAA, the client could reach potential customers they couldn't hit if they used WBBB with WAAA.
However, if stations have a high duplication percentage (and share a lot of their audience), you can also make the case that they are a good fit together. The reasoning is that if a listener is away from one station, s/he is most likely listening to the other station. If your advertiser uses both stations, the likelihood of reaching the potential customer increases. It's like the old saying, "You can run, but you can't hide." If the advertiser's message does reach the listener on both stations, it increases the frequency of the message.
You can view or print PDF versions of each report view. You can also export the report, including all the stations selected, to a comma-delimited .csv file which will look like the table view without formatting.
To include all stations in your export to a .csv file, select All in the Display Top drop-down above the report.
View samples:
• Duplication Grid table — a vertical orientation that allows you to check duplication percentages for specific stations.
To read the duplication grid, point your mouse at a number cell and a message will tell you what the number means: "45% of WAAA's listeners also listen to WBBB." The formula for reading is:
% of <station in column heading> listeners also listen to <station in row label>
• Duplication Grid graph — a horizontal or vertical bar chart showing duplication for selected stations (see Related topics... below).
• Pop/Intab view details demo, population and in-tab information used to produce the report.
To create a Duplication Grid:
1 Select stations to compare:
• Highlight stations in the Selected box to exclude.
• Click the 
to move selected stations to the Available box.
• Click OK.
• Click the 
button.
OR click the Display Top 
drop-down arrow to adjust the number of stations in the grid.
Related topics...