Television Estimated Audience

All television audience estimates appearing on VMS reports are calculated from copyrighted data provided by Nielsen Media Research, Inc. A program's audience estimate is an average of the four most recent quarters of data for viewers aged 18+.

Local television estimates reflect average viewership for specific half hours of the day. Monday through Friday half hour periods are averaged, yielding a single weekday audience estimate for each time period. For example, the 6:00 p.m. newscast audience for a particular station will be the same whether it airs on Monday, Tuesday, Wednesday, Thursday, or Friday. Saturday and Sunday half hours are reported individually.

National network, cable, and syndicated program audience estimates are reported by program title. If a network, cable channel, or syndicated program is not measured yet because it is new or is not made available by Nielsen for any other reason, VMS reports the audience as "n/a" (not available).

Default Values: For local television audiences that fall below Nielsen's measurement threshold (.0005 rating) default values are used. The default value for local television is 100 viewers.

International Data: VMS does not provide audience data for programs originating outside the United States. VMS reports international audience values as "n/a" (not available).

Television Spot Cost

Spot costs are calculated from copyrighted data provided by SQAD. Spot costs represent the average, projected negotiated cost for 30 seconds of commercial time during the program's daypart. SQAD television dayparts are defined as Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime, Late News, and Late Fringe.

Costs are derived from SQAD's Cost-per-Gross-Rating-Point projections. Costs are "negotiated rates," that is, actual prices paid by media buyers. They are generally lower than station rate-card rates but considered "true broadcast value" because advertisers rarely buy just one spot.

Default Values: When default television audience values are used, the associated default spot cost is $20.

International Data: VMS does not provide spot cost data for programs originating outside the United States. VMS reports international spot cost values as "n/a" (not available).

Radio Estimated Audience

All radio audience estimates appearing on VMS reports are calculated from copyrighted data provided by Arbitron, Inc. A program's audience estimate is an average of the four most recent quarters of data for viewers aged 18+. Arbitron measures radio audiences in the top 100 markets four times per year and in the remaining markets twice per year.

Local radio audience estimates reflect average listenership during the program's daypart. Arbitron divides a weekday into five dayparts: Morning Drive (6 a.m. to 10 a.m.), Midday (10 a.m. to 3 p.m.), Afternoon Drive (3 p.m. to 7 p.m.), Evenings (7 p.m. to 12 a.m.), and Overnight (12 a.m. to 6 a.m.), although Arbitron generally does not measure during Overnight.

Monday through Friday dayparts are averaged to yield a single audience figure for each daypart. For example, the Morning Drive audience for a particular station will be the same on Monday, Tuesday, Wednesday, Thursday, and Friday. Saturday and Sunday dayparts are reported individually.

Arbitron does not provide to VMS audience data for satellite, network, or syndicated radio programs. VMS reports the audiences for these programs as "n/a" (not available).

Default Values: For local radio audiences that fall below Arbitron's measurement threshold, default values are used. The default value for local radio is 100 listeners.

Regarding Arbitron's data collection method known as PPM (Portable People Meter), the company requires the following statement:

The PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market.

Radio Spot Cost

Spot costs are calculated from copyrighted data provided by SQAD. Spot costs represent the average, projected negotiated cost for 60 seconds of commercial time during the program's daypart.

Costs are derived from SQAD's Cost-per-Gross-Rating-Point projections. Costs are "negotiated rates," that is, actual prices paid by media buyers. They are generally lower than station rate-card rates but considered "true broadcast value" because advertisers rarely buy just one spot.

Default Values: When default radio audience values are used, the associated default spot cost is $10.

TV and Radio Markets Standardized on DMA

Nielsen divides the United States into 210 geographic areas called DMAs (Designated Market Areas). Arbitron divides the United States into 302 radio markets. For reporting purposes, VMS has standardized on Nielsen's geographic definitions. This means all radio stations have been assigned to their geographically appropriate TV markets.

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