Radio 1012018-12-18T10:30:11-07:00

When creating your custom marketing plan, we often use some of the terms listed below. We realize not everyone speaks “Radio” as a second language, below is everything you ever wanted to know about Radio

Afternoon Drive (PM Drive)2018-12-18T09:16:05-07:00

Monday though Friday from 3-7PM.

AM Drive (Morning Drive)2018-12-18T09:12:51-07:00

Monday through Friday from 6AM to 10AM.

Audience Composition2018-12-18T09:18:18-07:00

The demographic or socioeconomic profile of a station’s audience.


The commercial position in a program or between programs on a given station available for purchase.

Average Quarter-Hour Persons (AQH)2018-12-18T09:17:27-07:00

The average number of persons listening to a particular station for at least five consecutive minutes during a 15-minute period.

Average Quarter-Hour Rating2018-12-18T09:17:51-07:00

The average Quarter-Hour Persons estimate expressed as a percentage of the population being measured.

Best Time Available (BTA)2018-12-18T09:20:02-07:00

Commercials which are scheduled by the station to run at the best available time after all other sponsor commitments are met.

Billboard (radio billboard)2018-12-18T09:19:27-07:00

Name mentions given to an advertiser in return for a program/station commitment (often to a “sponsor” of the program).


Two (or sometimes more) Radio stations, usually operated by the same owner in the same market.

Cost Per Point (CPP)2018-12-18T09:21:22-07:00

The cost of reaching an Average Quarter-Hour Persons audience that is equivalent to one percent of the population in a given demographic group.

Cost Per Thousand (CPM)2018-12-18T09:21:47-07:00

The cost of delivering 1,000 gross impressions.

Coverage Area2018-12-18T09:22:11-07:00

The geographic area within which a signal from an originating station can be received.

Cume Persons2018-12-18T09:22:39-07:00

The total number of different persons who listen to a Radio station during a daypart for at least five consecutive minutes.


The time segments into which a day is divided by for the purpose of selling advertising time. Primary dayparts are morning (or AM drive), midday, afternoon (or PM drive), and evening.

Demo (Target Demo)2018-12-18T09:23:30-07:00

The age group and make-up of the audience that you wish to receive your product or service message.

Equal Distribution2018-12-18T09:23:55-07:00

Ensuring that commercials are scheduled to run in a broad time period or combination of time periods, getting equally distributed across each time period.

Equal Rotation2018-12-18T09:24:18-07:00

Usually refers to ensuring that commercials are scheduled to run in a broad time period or combination of time periods and get equally distributed across each time period.


Monday though Friday from 7PM-Midnight.

Fixed Position (sometimes called ‘anchored’)2018-12-18T09:25:07-07:00

A commercial scheduled to run at a precise time, or a commercial scheduled to run within specific programming content.


Advertising agency scheduling concept that alternates periods of advertising activity with periods of no activity.

Flight Dates2018-12-18T09:26:03-07:00

Start and end dates of an advertising campaign.


The average number of times the same person will hear a commercial.


Refers to creating a schedule that tends to place more commercials on days of the week that have less demand.

Gross Impressions (GIs)2018-12-18T09:27:35-07:00

The sum of the Average Quarter-Hour Persons (AQH) audience for all commercials in a given schedule. The total number of times a commercial will be heard over the course of a schedule.

Gross Rating Points (GRPs)2018-12-18T09:27:56-07:00

The sum of all rating points achieved for a particular commercial schedule.

Live Read2018-12-18T09:28:18-07:00

Announcement is read “live” on-air by a station personality.

Local Marketing Agreement (LMA)2018-12-18T09:28:38-07:00

An arrangement where one station or owner takes sales responsibility for the commercial time on another station that it does not own.


Monday through Friday from 10AM-3PM.

Morning Drive (AM Drive)2018-12-18T09:29:38-07:00

Monday through Friday from 6AM to 10AM.

Net Reach2018-12-18T09:30:00-07:00

The number of different people that will hear the commercial at least one time.

Nielson & Eastlan2018-12-18T09:17:02-07:00

Radio ratings service

Optimum Effective Scheduling (OES)2018-12-18T09:30:22-07:00

Advertising purchasing concept designed to reach the majority of a station’s audience three or more times in a week by distributing commercials evenly Monday-Sunday from 6AM to Midnight.


Two commercials scheduled to run back-to-back, purchased by the same advertiser.

PM Drive (Afternoon Drive)2018-12-18T09:31:30-07:00

Monday though Friday from 3-7PM.

Pre-emption and Pre-emptible2018-12-18T09:31:53-07:00

The displacement of a scheduled commercial announcement in favor of a higher-priced commercial or for some other reason.


A live broadcast from your business.


Short for representative. The station account executive who serves a local advertiser or agency.


The distribution of commercials across a section of days and hours within the purchased time period.

Run of Schedule (ROS)2018-12-18T09:33:11-07:00

Commercials scheduled to run across multiple dayparts and multiple days. Usually Monday-Friday, 6AM-12AM


When two or more Radio stations broadcast the same programs and same commercials at the same times.


The purchase of a radio program or specific feature.

Target Demo (Demo)2018-12-18T09:35:26-07:00

An age group or audience make-up that you target with your commercial message.

TOMA (top-of-mind-awareness)2018-12-18T09:34:43-07:00

Achieving a high level of recognition with a specific audience.

Total Audience Plan (TAP)2018-12-18T09:35:05-07:00

An advertising schedule that places ads in a pattern that utilizes all station dayparts for maximum station audience exposure.

Total Survey Area (TSA)2018-12-18T09:35:49-07:00

Geographic area that encompasses the Metro Survey Area (MSA) and may include additional counties located outside the MSA which meet certain listening criteria.


One commercial message regardless of length.