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Purpose of Research Guide

This guide curates research and information sources for advertising. Use the side menu to navigate to relevant sources.

Want guidance?

Email a business research consultant/librarian:
Nancy Lovas, Davis Library: nancy64@email.unc.edu
Kenan Flagler Research Librarian: Researchtools@kenan-flagler.unc.edu
Schedule a consultation appointment with a business librarian.

Complete television, radio & cable industry directory
Call Number: HE8689 .C66 2018
Publication Date: 2018
The Media Book
Call number: Park Library Reference HF5826.5 .M435 2014

Statistics on TV, Radio, Magazine, Newspaper, Internet, and Out-of-Home advertising.
SRDS TV & cable source
Davis Reference: HF5905 .S745

Information about television markets necessary to calculate advertising rates.
SRDS radio advertising source
Davis Reference: HF5905 .S74

Information about radio stations required to calculate advertising rates.
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.

Radio Market Survey Population, Rankings & Information
2020 Radio Market Survey Rankings, Frequency, Type And Population: By Rank and by Market.

Nielsen DMA Rankings 2021 (pdf)
DMA data from Nielsen for 2021 for all 210 television markets.

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Davis Library

Subjects: Accounting, Banking, Business, Company Information, Country Economics, Country Information, Economic Data/Statistics, Economics, Economics Literature, Entrepreneur/Small Business Information, Global Business, Industry Information, Investment Information, Marketing, Patents, POLI: Political Science, Political Science