Category: Research

How Much is a Listener Worth? Here’s How to Figure it Out (Using, Ugh, Math!)

| July 2, 2013

Chris Pendl
Bonneville Seattle
Creative Director

SEATTLE — What if you knew how much an average listener contributed in daily, monthly, or even annual revenue to your station?  And what if you could use that data to help drive decisions in what promotions make sense for existing listeners and which marketing channels are best for new listeners?  You can, and here’s how to do it.

The ratings data used in the example below is standard for all Arbitron subscribers.  The revenue figures are fictional.

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Talk Radio Research Project

| October 27, 2011

2013 TRRP rev.