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Population / TSA
Total Survey Area: Official broadcast area of radio station,
used as a basis for audience measurement. A station's signal
can often be heard well beyond this boundary, but the further
away it gets, the smaller the audience becomes. Hence, a smaller
TSA gives the station a better percentage reach.
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Total Hours
The total amount of listening by all listeners to a station
(or group of stations) that occurs in a week, within the population
group being measured.
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Average Hours
The average length of time the average listener tunes into a
station each week.
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Weekly Reach
The number of listeners who tune in to a station (or group
of stations) at some point during a week, expressed in thousands
or as a percentage of the population in the TSA.
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Campaign Reach
The number of different people within the target audience who
will hear at least one advertisement from a campaign. Expressed
in thousands or as a percentage. |
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IMPACTS (Reach x Frequency)
The total number of exposures to a schedule of advertisements.
Not a measure of the number of different people exposed to a
commercial. |
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OTH (OPPORTUNITIES TO HEAR)
The average number of times the audience reached by an advertising
schedule is likely to actually hear your ad. For a successful
campaign, a rule of thumb is to achieve at least a 4 OTH in
the first week. Naturally, the more times an ad is heard, the
better the result. Depending on the Average Hours it may require
40-80 or more individual occurrences of your ad to achieve an
OTH of 4. |
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RAJAR
Radio Joint Audience Research: An independent research body,
who monitor the performance of all radio stations in the UK,
whether BBC or commercial. Results for most stations are issued
on a quarterly basis. |
