What does RAM measure ?

RAM measures anywhere consumed FM Radio

(In Home, In Car, At Work/College/School & Elsewhere)

Some Important Facts :

1. Universe – All People, 12+ yrs owning an FM device

2. Panel Respondents – All People, 12+ yrs owning an FM device

Lets now focus on some terms…

• Reach & Cumulative Reach

• Time Spent Listening

• Average Audience

• Target Audience Rating Point (TARP)

• Share

• Exclusive Audience

Reach• Number of individuals from the universe who are exposed to

the medium or a station

• Reach can be expressed in..

– Absolutes – Number of People OR

– Percentage - %age of the Universe

• Reach is always an unduplicated count of people

Calculating Reach

Station A

Station B

Station C

Station D

Station E

Any Station

Reach%

= (1/4)*100 = 25%

= (2/4)*100 = 50%

= (1/4)*100 = 25%

= (1/4)*100 = 25%

= (1/4)*100 = 25%

= (3/4)*100 = 75%

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Cumulative Reach

• Principle : Audiences accumulate over time

• The number of individuals within the TG who are

exposed to the medium/vehicle over a certain period of

time

Cumulative (Cume) Reach

6-615 : 25% -- 25%

615-630:27% (15%) 37%

630-645:23% (12%) 48%

645-700:30% 0 61%

Cume Reach (%)

DuplicationReach (%)

Time Spent Listening (T.S.L)

• Average Amount of time spent by the listener of each station over the defined period of time

• The value is expressed in HRS.MINS

• Is a very strong indicator of ‘program / content’ strength

Time Spent Listening (T.S.L)

0800:0814

0815:0829

0830:0844

0845:0859

0900:0914

T.S.L = (Total Time Spent by Listeners) = (15 x 6 = 90) = 0.3

(No. of Listeners) (3)

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Average Audience

• Represents the Audience listening to any quarter hour over the defined time period

• Can also be computed as follows…

– The audience for each individual quarter hour, added up and divided by the total number of quarter hours

• Value represents people in 000’s

• Is affected by a combination of both Reach & T.S.L

Average Audience

0800:0814

0815:0829

0830:0844

0845:0859

0900:0914

Avg. Aud = (1/4+2/4+1/4+1/4+1/4) = (6/4) = 1.51.5 people were listening in any quarter hour that is picked

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Target Audience Rating Point (TARP)

• Represents the Audience, as a percentage of the universe, listening to any quarter hour over the defined time period

• Is essentially, Average Audience (explained earlier) as a %age of the universe

• Value represents people in %age

• Is affected by a combination of both Reach & T.S.L

TARP%

0800:0814

0815:0829

0830:0844

0845:0859

0900:0914

TARP% = Actual Time x 100 = (6x15) x 100 = 30% Total Time (20x15)

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Shares

• Represents the percentage of the total radio listening, in a given time period, that is tuned to a particular station.

• Value represents listening share in %age

• Is affected by a combination of both Reach & T.S.L