Estimating Relative Audience Loyalty Among Radio Stations Using Standard Arbitron Ratings

This article provides a practical means for estimating the relative degree of listener loyalty among radio stations using standard Arbitron ratings information. Although not a direct measure of audience behavior, the combined indexes of a station's overall performance (a) exclusive cume, (b) cume duplication, (c) turnover ratio, and (d) listening location does offer persuasive circumstantial evidence of loyalty that can be applied to media buying strategies.