Effective Scheduling

There are lots of numbers associated with radio stations.  Ratings, cost of ads, and all the lexicon that goes along with it.  One of the best for an advertiser focuses on how many ads do I need to buy to be effective on your station.  The more effective the station, the fewer ads need purchased to reach a majority of the stations audience.

Here is an example of effectiveness using the formula from website Avenue Right for the Billings market.  The “effective” number is the number of ads you should buy in the given daypart to reach 1/2 the stations audience an average of three times.  Like golf, a lower number is a better number.

Daypart 6-12m
Station Effective
KGHL 41
KCTR 42
KBUL 44
KRZN 48
KYYA 48
KKBR 54
KMHK 55
KYSX 56
KRSQ 62
KPLN 62
KRPM 65
KRKX 65
KBLG 66
KBXI 70
KWMY 71
KURL 86
KEWF 94
KMXE 107
6a-7p Effective
KGHL 23
KCTR 24
KBUL 26
KYYA 28
KMHK 30
KRZN 30
KKBR 33
KRPM 34
KYSX 34
KBLG 35
KPLN 37
KRKX 38
KWMY 39
KRSQ 39
KBXI 42
KEWF 49
KURL 49
KMXE 51
6-10a Effective
KCTR 13
KGHL 15
KMHK 16
KYYA 16
KRZN 18
KRPM 21
KWMY 21
KBUL 22
KBXI 23
KPLN 23
KKBR 23
KRSQ 24
KURL 25
KYSX 25
KRKX 28
KBLG 30
KMXE 33
KEWF 34

 

 

Advertisements