Average Quarter-Hour Persons (AQH Persons) – The average number of persons listening to a particular station or format for at least five minutes within a 15-minute period. Average Quarter-Hour Rating (AQH Rating or AQH PUR) The Average Quarter-Hour Persons estimate is expressed as a percentage of the population being measured. Cume Persons – The total number of different persons who tune in to a radio station during the course of a daypart for at least five minutes. Cume Rating or Cume PUR The Cume Persons audience expressed as a percentage of all persons estimated to be in the specified demographic group.

Cume Persons x 100 = AQH Rating (%)



Format Share – The percentage of those listening to radio in the Metro Area who are listening to a station of a particular radio format.

AQH Persons to a specific format

X 100 = share
AQH Persons to all formats


Index – A numerical comparison of one percentage to another, with 100 being the norm. P1-First Preference Listening – Persons who listen to one radio station more than any other are P1 listeners for that station. Time Spent Listening (TSL)An estimate of the amount of time the average listener spent with a station, format (or total radio) during a survey week or for a particular daypart. This estimate, expressed in hours and minutes, is reported for the Metro only.

Quarter Hours in a time period x AQH Persons

Cume Audience


OES (Optimum Effective Scheduling) is a formula originally developed to help commercial radio stations understand how many times a given commercial had to be played before the average listener (50% of your cume) actually hears it 3x (generally accepted as the number of times someone has to hear something for them to begin to take notice.) Over time, researchers began to understand that what held true for commercials could also be applied to songs, promos, personality names, etc… So, if you have access to your stations’ P6+ Cume Persons and P6+ AQH Persons numbers, you can figure out how many times you have to expose them to something in order for half of your cume to “hear” it. By the way, it doesn’t matter if you use P12+ or W25-54 (or any other demographic subset,) just so far as you’re consistent in choosing both Cume and AQH from the same estimate. You can accurately calculate OES for any demographic cell. Here’s the formula. Divide your Cume Persons estimate by the AQH Persons estimate. This will give you your “turnover ratio.” Then, multiply your turnover ratio by 3.29 to find the number of times you’ll have to play something in order for your average listener (not your Super P1’s or your P4’s) to be exposed to it three times. For example, WXYZ has a cume of 728,400 and an AQH or 22,200, so (728,400 divided by 22,200 = 32.81081. 32.81081 x 3.29 = 107.94756. That means if WXYZ wants someone to hear a given song three times, given their current listening patterns, and average weekly time exposed to our station, they have to play it 108 times before the average listener is exposed to it enough to actually “hear” it. Super P1’s will need fewer spins, but P3’s & P4’s are going to need to be exposed to it a whole lot more to hit three “listens.”

Doug Erickson  •  @dougerickson1
Content Consultant, Erickson Media

Doug is a former Major Market award winning Program Director of the Year. He was VP of Programming for one of the first large consolidated radio companies before leaving to open his consultancy. He works with most of the largest media companies in the world but, uniquely, he consults everyadult format, including News/Talk, where his stations have won the distinguished Edward R. Murrow Award for excellence in journalism. Doug helped NOSTALGIE, an OLDIES-based station in Paris, become the fastest-growing radio station in French history. While you are in Nashville, you can hear one of his American clients, MIX 92.9! Also uniquely, Doug limits his client list to 8 per year so that each gets virtually unlimited market access.



John Frost  •  @JohnFrost3
Partner, Goodratings Strategic Services

John Frost has been a successful major market disc jockey and program director for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky during his 40+ years broadcast career. In the last decade and a half, John has been involved in the dramatic growth of Contemporary Christian radio, bringing mainstream programming strategies and research principles to help grow and develop some of America’s most successful Christian music stations including Z88.3 in Orlando, Salem’s Fish stations in Los Angeles, Portland, and Atlanta, CRISTA’s Spirit stations in Austin and Seattle, and many more. CMB honored John in 2004 with the Scott Campbell industry achievement award. Radio and Records and Christian Radio Weekly have recognized John as one of the most influential people in the Christian music industry.



Justin Wise  •  @JustinWise
Founder/CEO, Think Digital

Justin Wise helps people share what matters most. As the Founder & CEO of Think Digital, Wise and his team help clients through online coaching programs and done-for-you digital marketing. He speaks on the topic of digital marketing strategy at national conferences such as the Digital Media Summit, CLA Internet & Ministry Technology Summit, and the Nonprofit Leadership Academy. Wise lives in Des Moines, IA (by choice), with his wife and three children.



Wally  •  @wallyshow
Morning Show Host, WAY-FM

Wally hosts mornings on the WAY-FM radio network. He’s been entertaining listeners for more than two decades with the belief that “Content is King”. Wally came to Christian radio as host of “Total Axxess” on WAY-FM in 2007. Since then, The Wally Show has grown to air during morning drive on the entire WAY-FM network, plus other affiliate stations across the country.



Louie Giglio  •  @louiegiglio
Pastor, Visionary Architect and Director of the Passion Movement

Louie Giglio is Pastor of Passion City Church in Atlanta, GA, and the Founder of Passion Conferences, a movement gathering collegiate-aged young people since 1997 in events across the US and around the globe. Most recently, Passion hosted over 40,000 people at Passion 2016 in Atlanta, GA and Houston, TX, uniting students in worship and prayer, and raising awareness for modern-day slavery. In 2008, Louie and his wife Shelley led the team that planted Passion City Church, a local community of faith with the DNA of the Passion movement. Their desire is to inspire this generation to live for what matters most.



Rick Dunham  •  @rjdunham
President & CEO, Dunham+Company and ShareMedia

Rick is a 38-year veteran in fundraising and organizational development for nonprofit organizations. After serving for 11 years in nonprofit management and fundraising leadership roles, Rick began his consulting career in 1989. In 2002 he founded Dunham+Company, which has become a global leader in providing fully integrated fundraising strategy for nonprofit organizations. Today, Dunham+Company serves over 50 organizations in the United States, Canada, United Kingdom, South Africa, and Australia, providing integrated fundraising and marketing strategies. Rick is the author of Secure: Discovering True Financial Freedom and If God Will Provide, Why Do We Have to Ask for Money? He has also been published and quoted in USA TodayDallas Morning NewsWashington Post and numerous other publications.