TERMINOLOGY AND DEFINITIONS - Nielsen Audio

1 TERMINOLOGY AND DEFINITIONS . FOR THE Nielsen radio DIARY SERVICE. AVERAGE QUARTER-HOUR CUME PERSONS EXCLUSIVE CUME. PERSONS (AQH PERSONS) The total number of different persons The number of different persons who The average number of persons who tune to a radio station during the listen to only one station during the listening to a particular station for at course of a daypart for at least five daypart reported. least five minutes during a 15-minute minutes. period. FREQUENCY. CUME RATING The average number of times a AVERAGE QUARTER-HOUR The Cume Persons audience person is exposed to a radio spot RATING (AQH RATING). expressed as a percentage of all schedule. The Average Quarter-Hour Persons persons estimated to be in the GI. estimate expressed as a percentage of specified demographic group. = Frequency Net Reach the population being measured. This Cume Persons estimate is published for the MSA and x 100 = Cume Rating (%).

2 Population GROSS IMPRESSIONS (GI s). DMA . It can also be c omputed for the TSA. The sum of the Average Quarter-Hour DESIGNATED MARKET AREA Persons audience for all spots in a AQH Persons (DMA). x 100 = AQH Rating (%) given schedule. Population The DMA is composed of sampling units (counties or geographically split AQH The Number of Spots in x = GIs COST PER RATING POINT Persons an Advertising Schedule counties) and is defined and updated The cost of reaching an Average annually by Nielsen Media Research, Quarter-Hour Persons audience that's Inc., based on historical television GROSS RATING POINTS (GRPs). equivalent to one percent of the viewing patterns. A county or split The sum of all rating points achieved population in a given demographic county is assigned exclusively to one for a particular spot schedule. group. DMA. The Number of Spots Cost of Schedule AQH. x in an Advertising = GRPs = Cost Per Rating Point Nielsen reports radio listening Rating GRPs Schedule estimates for the Top 50 DMAs (ranked on TV households) in the COST PER THOUSAND (CPM).

3 radio Market Reports of all standard The cost of delivering 1,000 gross radio markets whose Metros are impressions. located within the DMA and whose Cost of Schedule names are contained in the DMA. x 1,000 = CPM. GI name. or Spot Cost x 100 = AQH Rating (%). AQH Persons TERMINOLOGY AND DEFINITIONS . METRO RATING (AQH OR CUME) TOTAL SURVEY AREA (TSA). Includes a city (or cities) whose The audience expressed as a A geographic area that encompasses population is specified as that of the percentage of the total population. the Metro Survey Area and may central city together with the county Listeners include additional counties located (or counties) in which it is located. x 100 = Rating (%) outside the Metro which meet certain Population The Metro also includes contiguous listening criteria to Metro-licensed or additional counties when the SHARE stations. economic and social relationships The percentage of those listening to between the central and additional TURNOVER.

4 radio in the Metro who are listening counties meet specific criteria. The number of times the audience to a particular radio station. Nielsen Metros generally correspond turns over within a given daypart. to the Metropolitan Statistical Areas AQH Persons to a Station Cume Persons (MSAs) defined by the x 100 = Share (%) = Turnover Factor AQH Persons listening AQH Persons Government's Office of Management to radio ( Total ). and Budget. They are subject to exceptions dictated by historical TIME SPENT listening (TSL). industry usage and other marketing considerations. An estimate of the amount of time the average listener spent with a station NET REACH (or total radio ) during a particular daypart. This estimate, expressed in The number of different persons hours and minutes, is reported for the reached in a given schedule. Real net Metro only. reach is available through Maximi$er . and Media Professional , for single- SM.

5 Hours in a AQH. x Time Period Persons = TSL in Hours station and multiple-station Cume Persons schedules. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, PPM is a mark of Nielsen Inc. Copyright 2013 The Nielsen Company. All rights reserved. RSS-13-09564 10/13 ENG.