In radio ratings, 15 percent share in the morning may actually represent a greater number of listeners than a 20 percent share at night. How can that be?

Question

Quizplus · Accepted Answer

The Answer is Share measures the percentage of possible listeners, not the percentage of people listening at a given time. In other words, a small number of people - not representing a large percentage of the entire possible audience - may be listening in the morning compared with a smaller total audience in the evening.

In Radio Ratings, 15 Percent Share in the Morning May