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October 27, 2014:
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(5/5/2014 12:48:33 AM)   Flag as inappropriate content
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(4/10/2013 6:22:15 PM)   Flag as inappropriate content
Maybe there's a "ballpark" figure of occasions-per-week that matches the daypart requirements and achieves the frequency-goal.(?)
- Ronald T. Robinson
(4/10/2013 1:12:31 PM)   Flag as inappropriate content
Always enjoy the info from The Wiz!

I wish we HAD the TAPSCAN info... our market is not rated. Sioux Falls, SD is big enough to BE rated, but the two big companies here decided to quit buying the numbers.

My wife and I started the ONLY locally owned station about three years ago. There have never been ratings since our inception.

I have paid to have telephone surveys done to see how we're doing (pretty darn good) but we do not have the same data.

Any advice for MY situation?

- John Small
(4/10/2013 10:50:19 AM)   Flag as inappropriate content
The net reach number increases with a 52 week schedule. Why not use the 52 week net reach to determine a more accurate (and lower) cost per person?
Gary

Gary,

Too much sleep between repetitions is why we don't use a 52-week net reach. It's important that we not fool ourselves into believing we have sufficient weekly frequency when we, in fact, do not. And as long as we always use the same 7-day/3-frequency metric when comparing efficiencies between schedules, the comparison

- Gary
(4/10/2013 8:50:37 AM)   Flag as inappropriate content
This all makes sense. What I'm wondering is: Do you take steps to make sure you get decent rotations? When I was in radio, one of the fights I got tired of fighting was the one where media buyers demanded narrowed dayparts. The problem with say, 7-9am is that when enough advertisers get that, those who were supposed to get 6a-10am tend to get their spots jammed into 6a-7a and 9a-10a. That will throw off your reach and frequency by a mile.
- Jerry Stevens

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