Which Daypart Is Most Effective?
Training Tip on Using Your Scarborough Data: Exercise #36
Did you know that you can break out dayparts for your station using Scarborough?
You can use Scarborough data to find out which daypart has the highest Cume (Target Persons), Percent Composition and index for the category you're viewing. You can discover, for instance, if there is a compelling economic reason your clients should be running ads on nights and weekends.
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If your reps need more help with this topic, they may want to take:
To register, go to www.ArbitronTraining.com. For more information on Scarborough, go to www.Scarborough.com. |
Instructions for the Leader(s):
Step 1:
Ask each AE to select one of their current clients and create a Profile Report with the client as the Criteria and the station's dayparts as the Categories.
To find daypart information, go to the "Radio Usage" classification and find your station. The dayparts are available under your station (for example, "WAAA radio listenership").
Step 2:
Have each AE give a presentation which dayparts would be most effective for that client and why.
Additional Instructional Materials
Profile Report step-by-step guide
Sales Tip Archive
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