All categories are initially selected.The Working Persons report shows the employment makeup of a station's audience by breaking them into one of three categories: work full-time, part-time, or not at all.
One of radio's major benefits is the ability to target specific consumers. This report shows how different stations attract different segments of the workforce. You can compare your station's results to the audience your advertiser wants to reach. A good match helps make the case for a sale and increases the chances of success for the advertiser.
Category breakouts
• Full-time: 35+ hours per week
• Part-time: 1-34 hours per week
• Other: 0 hours per week
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:
• Working Persons table — a vertical orientation that allows you to use the most possible estimates. It shows selected work status categories.
• Working Persons graph — a vertical bar, horizontal bar or pie chart showing percentages for one 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 Working Persons report:
1 Generate the initial report.
All categories are initially selected.
2 Click the Estimates: Working Status link in the parameter pane.
3 Adjust categories to display.
4 Select the sort column.
5 Click OK.
• The Other category contains a wide range of potential consumers who aren't in the work force. Along with those looking for work, this category also includes stay-at-home parents, students, and people who are retired. Don't fall into the trap of thinking of Other as only unemployed.
• Compare your results against the market using the Market Total option in the Estimates dialog.
For example, if 65% of your station's listeners work full-time, you might not think of that as being positive. If only 55% of the market works full-time, then your 65% looks very robust. When targeting persons who work full-time, your station outpaces the market.
Using the Index estimate also helps you tell this type of "outpacing" story.
Related topics...