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# What does RAM measure ?

What does RAM measure ?. RAM measures anywhere consumed FM Radio (In Home, In Car, At Work/College/School &amp; Elsewhere). Some Important Facts : Universe – All People, 12+ yrs owning an FM device Panel Respondents – All People, 12+ yrs owning an FM device. Lets now focus on some terms….

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## What does RAM measure ?

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1. What does RAM measure ? RAM measures anywhere consumed FM Radio (In Home, In Car, At Work/College/School & Elsewhere) Some Important Facts : • Universe – All People, 12+ yrs owning an FM device • Panel Respondents – All People, 12+ yrs owning an FM device

2. Lets now focus on some terms… • Reach & Cumulative Reach • Time Spent Listening • Average Audience • Target Audience Rating Point (TARP) • Share • Exclusive Audience

3. 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

4. Calculating Reach UNIVERSE Reach%  = (1/4)*100 = 25% Station A = (2/4)*100 = 50%   Station B  = (1/4)*100 = 25% Station C  = (1/4)*100 = 25% Station D  = (1/4)*100 = 25% Station E  = (3/4)*100 = 75%   Any Station

5. 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

6. Reach (%) Duplication Cume Reach (%) Cumulative (Cume) Reach 6-615 : 25% -- 25% 615-630 :27% (15%) 37% 630-645 :23% (12%) 48% 645-700 :30% 0 61%

7. 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

8. Time Spent Listening (T.S.L) UNIVERSE  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)

9. 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

10. Average Audience UNIVERSE  0800:0814   0815:0829  0830:0844  0845:0859  0900:0914 Avg. Aud = (1/4+2/4+1/4+1/4+1/4) = (6/4) = 1.5 1.5 people were listening in any quarter hour that is picked

11. 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

12. TARP% UNIVERSE  0800:0814   0815:0829  0830:0844  0845:0859  0900:0914 TARP% = Actual Time x 100 = (6x15) x 100 = 30% Total Time (20x15)

13. 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

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