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1/ This is not industry standard definition of reach. With McN you only have to listen to a station ONCE A MONTH to be counted. With real diary surveys it is once a week, measured in 15 minutes. To reach this stations alleged cume you need to buy roughly 80 spots a day for 30 days.
2/ The other difference is methodology. I got called once from McN and they offered me a list of stations to chose from. It should be unaided and it should be diaries. Otherwise how do you do combination reach for multiple station buys, average freq & TSL etc.
3/ I love Fine Music/MBS. I started in radio there as a volunteer stuffing program guides. I am listening to it now. But if those figures are accurate, buyers would be pumping the station with 30 seconders. A high reach with a low cost = reasonably priced TARPS.
4/ Why does it matter? Because clients are thinking of community radio as an alternative buy to commercial when realistically for station and advertiser it should be more a sponsorship over many months/years priced accordingly. Around $1 a holler.
@radioinfo should clarify
I agree that there are some methodology issues with the community radio surveys, but you can't argue commercial diaries are un-aided - they list all the stations on the page, assisting recall.