The information that has been gathered and shared on these pages has one purpose: to help your business maximize its market-share, traffic and profit and help you understand the nature of how radio can be used effectively to create measurable results for your business.
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When investing in a radio station's audiences it is vitally important to understand the difference between Full Coverage Average Quarter Hour and Central Quarter Hour.
The number of adults listening to a given radio station on average every 15 minutes in the entire geographical Full Coverage area.
The number of adults listening to a given radio station on average every 15 minutes only in the geographical Central Market Coverage area. As illustrated in the Coverage map in your geography lesson.
You cannot judge the actual size of the audience or demographic target within that audience unless you look at the Full Coverage Population FOR YOUR DEMO. To base an investment solely on Central market average quarter hour would be ridiculous and inaccurate. As a business owner, you must be fully aware of how many prospects you are reaching with your radio marketing. Size does matter in radio.
According the BBM (Bureau Of Broadcast Measurement) the Full Coverage Area is a geographical area that should define a given radio stations reach geographically. This primary area also defines and is representative of the Full Coverage results in any Ratings period results for the market.
When using radio to invite and persuade new business in your door; you will need to know roughly how many people in the Full Coverage Area are listening to each station on average every 15 minutes. This is important people! This statistic is called Full Coverage Average Quarter Hour.
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