Ratings-Share vs. Cume

In looking at the share and cume ratings, KHMX ranks only 13th in share, but 3rd in cume.

Does cume have a large value to advertisers, or is share more important?

If KHMX is indeed the other station along with KLOL that has to be sold by CC, would a new buyer want to keep a Hot AC format based on the fact the cume is 3rd in the market, even though the share is 13th?

It seems there would be some value in ranking that high in the cume.

kirby said:

In looking at the share and cume ratings, KHMX ranks only 13th in share, but 3rd in cume.

Does cume have a large value to advertisers, or is share more important?

If KHMX is indeed the other station along with KLOL that has to be sold by CC, would a new buyer want to keep a Hot AC format based on the fact the cume is 3rd in the market, even though the share is 13th?

It seems there would be some value in ranking that high in the cume.

Click to expand...

Most agencies don't care about share because it represent only the percentage of people who are listening at any given time, its more for pd's. Agencies look at cume to a degree, they look at aqh rating more than anything else. It represents the percentage of entire universe of those presumeably in the entire maket being surveyed. When agencies want to know "ratings" they mean aqh rating. When pd's want to know "ratings" they mean aqh share. One is paying money, the other is bragging. If nobody is listening overnight, then a 25 share isn't all that much.

radioeye said:

Most agencies don't care about share because it represent only the percentage of people who are listening at any given time, its more for pd's. Agencies look at cume to a degree, they look at aqh rating more than anything else. It represents the percentage of entire universe of those presumeably in the entire maket being surveyed. When agencies want to know "ratings" they mean aqh rating. When pd's want to know "ratings" they mean aqh share. One is paying money, the other is bragging. If nobody is listening overnight, then a 25 share isn't all that much.

Click to expand...

It needs to be clarified that share, rating and AQH persons are all the same thing, expressed in different ways.

Rating is the percentage of all persons in the group being studied, whether they are listening to the radio or not, such as 12+ or women 18-49, that are listening on average, during the period under study, such as 6 to 10 AM

Share is the same thing but with a different base: only people with the radio on.

AQH persons is the number of people share or rating reprtesent.

In morning drive, in the diary, bout 25% of people have the radio on. A 10 share would be a 2.5 rating. If the market has 100,000 persons, the number of persons the share or the rating represents would be 2,500.

DavidEduardo said:

radioeye said:

Most agencies don't care about share because it represent only the percentage of people who are listening at any given time, its more for pd's. Agencies look at cume to a degree, they look at aqh rating more than anything else. It represents the percentage of entire universe of those presumeably in the entire maket being surveyed. When agencies want to know "ratings" they mean aqh rating. When pd's want to know "ratings" they mean aqh share. One is paying money, the other is bragging. If nobody is listening overnight, then a 25 share isn't all that much.

Click to expand...

It needs to be clarified that share, rating and AQH persons are all the same thing, expressed in different ways.

Rating is the percentage of all persons in the group being studied, whether they are listening to the radio or not, such as 12+ or women 18-49, that are listening on average, during the period under study, such as 6 to 10 AM

Share is the same thing but with a different base: only people with the radio on.

AQH persons is the number of people share or rating reprtesent.

In morning drive, in the diary, bout 25% of people have the radio on. A 10 share would be a 2.5 rating. If the market has 100,000 persons, the number of persons the share or the rating represents would be 2,500.

Click to expand...

Your stating what I already stated. However, aqh share, aqh rating are vastly different things they certainly are not different expressions of the same thing. They look at the world in very different ways. I gave a simple answer to the question posed. And it is correct.

radioeye said:

Your stating what I already stated. However, aqh share, aqh rating are vastly different things they certainly are not different expressions of the same thing. They look at the world in very different ways. I gave a simple answer to the question posed. And it is correct.

Click to expand...

Share, cume and AQH persons all represent the same thing.

The same number of listeners can be expressed as a share number or rating number, so they are three manners of expressing the same thing: the number of listeners tuned in at one time or time period. Two are percentages with different bases, and one is the actual number.

Example: a station has a 6-10 AM share of 10, a rating of 2.5 and an AQH persons of 10,000.

We can assume from the 2.5 and the 10,000 that the universe is 400,000.

The PUR is 25.0 which mean a market listening level of 100,000 in that daypart.

The 10 share, with a PUR of 25, means a rating of 2.5. The 10 share of the 100,000

So, the 10 share, the 2.5 rating and the 10,000 AQH persons all mean the same thing and are different ways of expressing exactly the same listening level.