All categories are initially selected.The Loyalty Composition report shows how much of a station's overall audience is either preferred (P1) or exclusive.
People use many different radio stations. The Loyalty Composition report allows you to qualify your listeners by showing how dedicated they are to your station. Compared to your average listener, loyal listeners spend more time with your station. When a listener spends a lot of time with your station, they are more likely to hear an advertiser's message frequently, and are more likely to act on the offer.
Definitions
Preferred listeners are also known as P1 (first preference) listeners. Listeners that are P1 to a station listen to that station more than any other station. The total amount of time a listener spends with the station determines first preference, not how many times they visit a station.
Exclusive listeners only listen to one station in the daypart requested and no other.
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:
• Loyalty Composition table — a vertical orientation that allows you to use the most possible estimates. It shows selected loyalty categories.
• Loyalty Composition graph — a vertical bar, horizontal bar or pie chart showing percentages for one selected station (see Related topics... below).
• Pop/Intab view provides details about the source used for population, in-tab and any socioeconomic selections
To create a Loyalty Composition report:
1 Generate the report.
All categories are initially selected.
2 Click the Estimates: Loyalty Categories link in the parameter pane.
3 Choose categories to display.
Only use the loyalty categories that help you tell your story.
4 Select the sort column.
5 Click OK.
• Try using the Loyalty Composition report when you get the "button pushing" objection. For example...
If a potential advertiser says they don't use radio because people jump around the dial too much, agree with them. Tell them, "Yes, people do use different stations, but here's a group of potential consumers who are loyal to my station. Sure they may occasionally leave my station, but they come right back and spend lots of time with my station. That increases the likelihood of hearing your message frequently. When people hear a message frequently, they are more likely to act upon it."
• Exclusive listeners are those that potential advertisers can't get anywhere else. Use this number for objections like "I don't like your host," or "I don't like your format," or "I'm buying enough stations." More...
The exclusive number shows them what they'd be missing even if they bought every other station in the market. Who cares if they like a host, the format, or think they've bought enough stations? If tapping into your exclusive audience brings their business something they can't get anywhere else, there's a benefit to using your station.
Related topics...
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