Radio program directors often compare ratings performance by how well their station performs against other stations based on share. That’s understandable, of course. It’s the most public number and easiest to understand. However, the share is not created equal. The bigger picture is the size of the audience in the share.

This article explains how radio ratings share is not created equal and is often misleading. Including:

  • What is more important than share?
  • How large is the demographic potential?
  • What is the potential audience for the format and show?

Share is Not Created Equal

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