All categories are initially selected.The Listening Location report shows where listeners hear and use a particular station. It shows how many listeners use a station at home or away from home. The report's heading includes your daypart and custom demo selections.
One of radio's major benefits is its ability to reach consumers in many different locations. The reason is because radio is portable. People can take radio with them wherever they go!
Estimate definitions
The estimate you use can make a big difference when using composition percentages.
• Cume is based on the number of different listeners over a period of time.
• Average Persons is based on the number of people listening at a given moment. Average Persons is a factor of both Cume and Time Spent Listening.
For example, when using Cume it may be common to see in-car usage as the highest percentage. For the same daypart, but using Average Persons, the highest percentage may be at-work listening. The reason is because people spend more time at-work, so they have the opportunity to listen longer.
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:
• Listening Location table — a vertical orientation that allows you to use the most possible estimates. It shows selected listening locations.
• Listening Location graph — a vertical bar, horizontal bar or pie chart showing percentages for a selected station (see Related topics... below) and the market total if you selected it in the Estimates dialog.
Pop/Intab view provides details about the source used for population, in-tab and any socioeconomic selections.
To create a Listening Location report:
1 Generate the initial report.
All categories are initially selected.
2 Click the Estimates: Listening Locations link in the parameter pane.
3 Choose categories to display.
4 Select the sort column.
5 Click OK.
• Tie in the benefit of immediacy with the Listening Location report as well as highlighting radio's portability. Immediacy is the ability to reach consumers closest to the point of purchase.
• Want to reach people who are thinking about replacing their beat-up old car? Reach them while they're in that beat-up old car! Or build your restaurant business based on the idea of "don't slave over a hot stove after a long day on the job." Reach people while they're at work!
Related topics...