Question 1

Which of the following dayparts sees the largest radio audiences?

Accepted Answer

Morning drive time (6-10am) and evening drive time (3-7pm) are typically the peak commuting times for most people, resulting in the largest radio audiences tuning in during these periods.

Question 2

_____ is defined as the estimated total number of different people who listen to a radio station for a minimum of five minutes in a quarter-hour period within a reported daypart.

Accepted Answer

Cume, short for cumulative audience, refers to the estimated total number of different people who listen to a radio station for at least five minutes during a quarter-hour period within a specified daypart.

Question 3

The heaviest users of radio as an advertising medium are:

Accepted Answer

Local advertisers are the heaviest users of radio as an advertising medium because radio is an effective way to reach local audiences and target specific geographic areas.

Question 4

"Commercial-free" blocks of music are a disadvantage for advertisers because:

Accepted Answer

Commercial-free blocks of music are usually followed by longer segments of commercials, which listeners can easily skip by changing the channel or tuning out. This makes it more challenging for advertisers to make an impact and reach their target audience effectively.

Question 5

Statistical Research's Inc.'s RADAR:

Accepted Answer

RADAR provides network audience measures and also estimates network audiences for all commercials.

Question 6

The _____ is the average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population.

Accepted Answer

The average number of people estimated to have listened to a radio station for a minimum of five minutes during any quarter-hour in a time period expressed as a percentage of the survey area population is known as the average quarter-hour rating. Therefore, option C is the correct choice.

Question 7

Why would a local radio station air a nationally syndicated program like Rush Limbaugh?

Accepted Answer

By airing a nationally syndicated program like Rush Limbaugh, a local radio station can increase its appeal to national advertisers. These advertisers may be interested in reaching a nationwide audience and may be more likely to advertise on the station if it has a nationally recognized program. This can result in increased revenue for the radio station.

Quiz 9: Evaluation of Media: Television and Radio