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Today's coverage data: their use
Emphasis today on market-by-market air planning demands careful applieatio it
_/l typical application of BMB coverage data to time buying, back in 1949. went something like this:
A national advertiser wanted to buy radio announcements in a single major market. There were six radio stations to choose from. Problem: Which was the best buy ?
The first order of business was often an agency-client decision on a "cut-off point" of BMB coverage. This involved BMB county-by-county lists of the percentages of radio families who tuned in particular stations, usually on the basis of '"once a week or more." These percentages ranged from a minimum of 10' i of the families on up to 100' < . The further out you went from a station's transmitter. the lower the station's percentage figure generally be
came, as the signal became weaker.
A favorite "cut-off" was the "50% or better" mark. Agency timebuyers would then scan the figures for the counties in the selected market. If a station got 50% or better of the radio families in a county, that county was viewed as being properly "covered." If the station got fewer than 50%, the county was considered "lost" to the station under consideration.
When this yardstick was applied against all the stations, the result was one station which stood out from the others as having a "heavier penetration" in the advertiser's chosen market. This was usually the outlet purchased.
Such a method outlined above had a built-in fault. Sometimes, a station landed 60' i of the radio homes in a
county at least once a week. But the county might have only 2.000 radio families. At the same time, the station might deliver 40% of another county land thus "lose" the county) even though the radio families might have totaled 100.000. Keeping in such a 60% -of-2.000 county while dropping the 40%-of-100,000 county gave an unbalanced picture — to say the least — of what a station actually delivered in the way of total homes in its coverage area. Also statistical variations in BMB were wide enough so that "50' i " was actually anywhere from 45% to 55% of radio families shown.
But this method of determining "best station" was fast and simple, and many advertisers — even P&G — used it widely. A composite of this process.
MAP KEY:
□ 75-100% All Horn..
□
50-75% All Homo
15-50% All Horn..
10-15% All Hem*>
IVCS: New style reporting is found in station data of NCS service. Maps show 'geographic spread of station's NCS market areas," in terms of total homes reporting listening during a month, day and night. Such areas can be matched against advertiser's territory as part of updated processes of radio or TV time buying
. .
SAM: Format of 1949 BMB reports is retained by Standard Audit & Measurement Services in its latest set of station reports. Coverage is divided into day and night maps, with weekly percentages-of-radiohomes figures shown in the county, as in typical SAM daytime map of Florida station above. Buying process via SAM is like NCS
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