Ratings
Ratings are the measurements used to track how many people listen to radio stations and when they listen. These numbers help radio stations understand their audience and convince advertisers to buy commercial time. The most well-known ratings system is provided by Nielsen (formerly Arbitron), which collects data about who's listening to what stations at different times of the day. This information is crucial for radio stations to make programming decisions and set advertising rates. Think of ratings like a report card that shows how popular different radio stations and their shows are with listeners.
Examples in Resumes
Increased station Ratings by 25% in key demographic through strategic programming changes
Analyzed Ratings data to optimize advertising schedules and boost revenue
Managed morning show that consistently ranked #1 in Ratings for target demographic
Implemented successful strategies based on Nielsen Ratings trends
Typical job title: "Radio Research Analysts"
Also try searching for:
Where to Find Radio Research Analysts
Industry Organizations
Professional Networks
Example Interview Questions
Senior Level Questions
Q: How would you develop a strategy to improve ratings in a specific demographic?
Expected Answer: A strong answer should include understanding audience research, competitive analysis, programming adjustments, and marketing strategies to target specific listener groups. They should also mention tracking results and making data-driven decisions.
Q: How do you translate ratings data into revenue opportunities?
Expected Answer: Should demonstrate ability to use ratings to set advertising rates, identify prime selling opportunities, create compelling sales presentations, and understand how to package different dayparts for advertisers.
Mid Level Questions
Q: What factors affect ratings performance?
Expected Answer: Should discuss elements like programming quality, time of day, competition, promotional activities, weather, seasonal changes, and major local events that can impact listenership.
Q: How do you interpret ratings trends?
Expected Answer: Should be able to explain how to read basic ratings reports, understand key metrics like AQH (Average Quarter Hour) and cume, and identify patterns in listening behavior.
Junior Level Questions
Q: What are the basic ratings metrics used in radio?
Expected Answer: Should be able to explain basic terms like share, cume, and average quarter hour (AQH) in simple terms and understand what they mean for the station.
Q: How are ratings collected?
Expected Answer: Should understand basic methods of ratings collection like diaries and PPM (Portable People Meter) and be able to explain them in simple terms.
Experience Level Indicators
Junior (0-2 years)
- Basic understanding of ratings reports
- Knowledge of radio dayparts
- Understanding of target demographics
- Ability to read basic audience metrics
Mid (2-5 years)
- Analysis of ratings trends
- Understanding of competition
- Programming strategy development
- Sales package creation based on ratings
Senior (5+ years)
- Advanced ratings analysis
- Strategic planning
- Revenue optimization
- Market positioning expertise
Red Flags to Watch For
- No understanding of basic ratings terminology
- Inability to interpret simple ratings reports
- Lack of experience with Nielsen/Arbitron data
- No knowledge of radio dayparts and demographics
- Unable to connect ratings to revenue potential
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