Geek alert: This is full of math and statistics. Sorry. But please stick it out and grind through it because it proves that radio contests work. They do drive ratings, if you execute and promote the campaign properly.
The reason is pretty simple: Radio contests attract the most important listeners. You know, the ratings types. The ones who get the phone call from the ratings services and say “Yes, I’d love to carry a meter or fill out a diary.”
I’ll make it a little easier on you with a video explanation.