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Advertising Rates  

Last Updated: Apr 25, 2014 URL: Print Guide Email Alerts

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Books to Help Calculate Ad Rates

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The 2012 Thumbnail Media Planner
ISBN: 1468092677
Park Library Reference: HF5415.3 .T48

Information on ratings and ad rates for network and spot radio from MRI, MPA, and Nielsen.

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SRDS TV & cable source
Davis Reference: HF5905 .S745

Information about television markets necessary to calculate advertising rates.

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SRDS radio advertising source
Davis Reference: HF5905 .S74

Information about radio stations required to calculate advertising rates.

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SQAD Media market guide
Park Library Reference: HF5826.5 .M42 2011

Provides CCP (cost per point) and CPM (cost per mille or thousand views) for TV, cable and radio. Covers different demographic groups, metro areas, and dayparts. Includes ad rates for newspapers and magazine too.

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Marketer's guide to media
Park Library Reference: HF5826.5 .M345

Information on ratings and ad rates for spot and daypart radio, plus major markets from Simmons and MRI. Also includes a glossary of print terms such as CPM, MSA, rate base, and more.


How to Calculate Rates

To calculate radio ad rates, take the SQAD cost-per-point (in US$) for market and multiply it by the Arbitron rating for the program that airs at the same time. That will equal the cost of the ad.

SQAD cost-per-point 
x Arbitron rating 
= (relative) radio ad cost

Step 1: Get SQAD cost-per-point

  • For summary data, consult the Thumbnail Media Planner (print, Park Library reference, HF5415.3 .T48).
  • For more specific data (by daypart and media market), consult the SRDS radio advertising source (print, at Davis Library reference, call number HF5905 .S74). This is generally listed in a few pages at the front of the book.
  • Dayparts are defined as: AM (6 - 10 a.m.), Day (10 - 3 p.m.), PM (3 - 7 p.m.) and Evening (7 p.m. - 12 a.m.).

Step 2: Get Arbitron ratings data from one of the following:

  • RADIO ONLINE ® provides Arbitron ratings by media market.
  • Check the Radio County Coverage reports in the Park Library. They are 2-3 years old but still useful.
  • offers free, current ratings. ONLY for stations that subscribe to Arbitron, so not all stations are included. 
  • Check the print SQAD Media market guide in the Park Library at HF5826.5 .M42 2011. 

Note: UNC does not have print or digital access to the full data collected by Arbitron. This data is proprietary and only available to clients of Arbitron.


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