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View Diary: Radio industry convulsing: more Clear Channel layoffs; Cumulus sharpens axe; more Limbaugh damage (75 comments)

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  •  Here's how they explain it (1+ / 0-)
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    QUALITATIVE TERMS:  Two terms are commonly used in qualitative data:
    Composition answers the question: What percentage of my listeners...?
    Index answers the question: Are my station's listeners more likely or less likely than the total market to...?

    > 100 = more likely
    < 100 = less likely

    Here is an example of use:

    When ranked by state, country radio really shines in six places and they aren't all southern by any means, but having locals of rural areas does seem to help an area index better than the national average average quarter hour persons share of 14.1.

    South Dakota has 24 country radio stations which deliver an average share per station of 37%, an index of 262.96!

    The other states which deliver DOUBLE the average persons quarter hour share are Montana (36 stations, delivering an average share of 35.87), West Virginia (32 stations' average share per station is 33.81), Wyoming (an average of 32.24% of all average quarter hour persons listening for the state's 29 country stations).

    Hope this helps.

    Follow me on Twitter: @denverunionguy

    by Richard Myers on Tue Dec 11, 2012 at 12:20:40 AM PST

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