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Duplication in audience study shows that each station has its own listeners. Overlap in different homes reached is small, even among similarly-programmed stations
outlet) and a middle-of-the-road programmed station. These results were achieved by calculating the cumulative ratings of four different schedules of 30 spots each, divided in different proportions between the two stations.
Encouraged by these findings, Meeker decided to test the duplication effect even further — by using four stations.
In order to gain as much data as possible on the subject, the same March-April report was used as the base. Mimi von Zelowitz, research director of Meeker, states, "The date of the report is not significant because we are not measuring the relative popularity of stations. What we are trying to learn is simply the extent of overlap in audiences between stations that are programmed (1) similarly and (2) differently."
In this latest study, five schedules were set up, using 30 spots per week per schedule divided equally be
tween two stations in each series. The sclredules included spots from Sunday through Saturday and were proportioned 70 percent during traffic times and 30 percent nontraffic times.
The individual spots were rotated, with no two spots at the same time on any day on any station, thus allowing maximum opportunity for duplication to manifest itself.
The first schedide — comprising the middle-of-the-road station and the leading top 40 — had 3.2 percent duplication; schedule two — combining the leading top 40 station with the next ranked top 40 outletshowed a 6.3 percent overlap in the number of different homes reached: schedule three — testing the audiences of the middle-of-the-road station with the good music station — scored a 5.6 percent duplication; schedule four — comprising the second-ranked top 40 station with the good music outlet — turned up 2.7
percent overlap, and schedide five — crossing the leading top 40 and the good music operation — registered the lowest duplication of 1.7 percent.
"Although the results of this study cannot be projected to other markets," states Miss von Zelowitz, "we Delieve that similar situations exist in almost every radio area. Each radio station has its own audience. The degree of duplication will vary to the extent that two stations of the same type will duplicate more than two dissimilar stations.
"For the buyer of spot radio, the implication is clear," she declares. "While cost efficiency is important both in terms of cumulative audience and total impressions, two or more stations per market are needed if the buyer wants to accumulate the maximum different audience."
Amid criticisms of sameness in radio, listeners are showing that they know there is a difference. • • •
U. S. RADIO • November 1959
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