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(or drop dead), from management program policies to announcer believability, from the quality of a station's audience to its short-range acceptance and long-term trend. It has removed guesswork, partiality, subliminal prejudices or preferences of taste from my time buying."
Rich and Jaffe worked up the evaluator last year. The list of factors thi\ < ame up with total 26, divided into four general groups (see chart at right) .
The key to this kind of organized evaluation is the relative weights assigned to the various factors. It is worth highlighting the fact that the audience measurement factors are by far the most important. Out of a possible 200 points for the perfect station. 122 can be earned in this area. This includes 100 points for audience quantity, 11 points for type and quality of audience and 11 points for the audience trend. The latter figure rewards stations for showing an upward trend and penalizes them for the opposite.
Of all the factors evaluated, audience quantity is the only one where judgment plays a minor role. Here's how stations are rated with ratings:
Every 60 days, audience shares for each station are listed. All three local ratings services in the Twin Cities market — Hooper, Nielsen and Pulse — are used. Only daytime figures are employed with morning and afternoon shares tallied separately. This means there are six audience-share figures for each station — a Hooper, Nielsen and Pulse figure in the morning (6 a.m. to noon) and the same for the afternoon (noon to 6 p.m.). To the morning and afternoon subtotals are added extra points for position rank. The top-ranking morning station receives five points for first place and die next four ranking stations receive four, three, two and one, respectively. The same is done for afternoon ranks.
These figures are then added together without any further weighting or adjustment and then the total for each station is divided by two. The only reason for the division is to provide a workable figure. It was expected originally that no station would go above 100 but recentlv the leading station in the market has done just that — primarily because of (Please turn to page 68)
SPONSOR
7 FEBRUARY 1959
EVALUATING RADIO STATIONS
JAFFE-NAUGHTON-RICH RADIO EVALUATOR General Factors
Age, ethics, stability
Station operating data
Station audience promotion
Power-number on dial-network
Ownership policy
Service Factors
Programing — general
Sound of station
Quality of announcers
News service
Sports service
Public service
Music service
Station identification
Public awards
Off-air staff
Type and quality
Quantity (Hooper, Pulse, Nielsen)
Trend
Advertising Factors
Broadcast/advertising ratio
Multiple spotting
Quality of announcers
Broadcast/station promotion ratio
Length of commercials
Evidence of mail pull
Transcribing facilities
Quality of advertisers
TOTAL
PERFECT SCORE
2 2
Audience Measurement Factors
11
100
11
3 200
.ist of 26 factors shown is used by J-N-R agency to get performance value for each station studied. Later, this value is divided by each station's "controlled price per minute" to get what is called a "ratio index" figure