Abstract:

The ratings puzzle has numerous pieces that fit together to complete the picture of how radio station listeners use a radio station. In order to understand the nature of the puzzle the analyst must evaluate each piece of the puzzle independently and then observe the puzzle pieces in relation to one another. This paper explains the process of analyzing ratings estimates in order to gain an understanding of how the radio audience is using a particular station. The outcome of the analysis is used for deciding what actions a radio programmer might take to improve the station’s ratings.