Radio Advisor Creating Station Profile and Index Reports What is the Station Profile and Index Report? When a Ranker report is created in Radio Advisor, Stations are the rows and Audience Estimates are the columns by default. By changing the format you can choose which data are in rows and which are in columns to create Station Profile and Index reports. Choosing Available Demographics Using the Buyergraphic/PRIZM Tree makes it easy to create a station profile. Simply select the desired characteristics across different categories and add them to your report. You can move entire sub-groups over at one time. For example, you can highlight Newspaper (one of the sub-groups of Media) in the tree and when you click the over arrow ALL sub questions under Newspaper will move over to primary demo box on the right. Tip: Categories such as Personal Characteristics, Race/Language, or Household Characteristics can not be moved over as an entire group. For example if you wish to have all the questions from Personal Characteristics on your report then you must select each sub-category separately (Employment status, then Income, then Education, and continue on until all desired characteristics are selected). Nielsen Solution Center - 800-423-4511
Create a Profile Report based on Persons 12+ Choose your Market and Survey selections for a Ranker report as usual. At the Demographics selections screen: 1) Set your demo as Persons 12+. This must be the FIRST demo moved over to the Selected Demographics box. 2) Select the characteristics you would like to have included on your report and move those to the Selected Demographics box. Tip: Radio Advisor can not process all Buyergraphic questions in a single run. If you want to profile all questions you ll need to do these reports in sections; we recommend that no section contain more than 70 lines of data. 3) Select your Station(s) and Daypart(s) as usual 4) Skip the Place of Listening selection 5) For Audience Estimates, select Profile% and any other estimates you'd like to include 6) Run your report Create a Profile Report with other target demographics Choose your Market and Survey selections for a Ranker report as usual. At the Demographics selections screen: 1) Set your target demo (i.e. P25-54). This must be the FIRST demo moved over to the Selected Demographics box. If you are running your report off of any demo other than Persons 12+ you need to create a new custom demo of your target and name it something different (i.e. P25-54 Filter ). Then move this demo to the Selected Filter Demographics box. This will filter each Buyergraphic question off of your selected demo. 2) Select the characteristics you would like to have included on your report and move those to the Selected Demographics box. Nielsen Solution Center - 800-423-4511 Page 2 of 5
Note: To profile the age cells within your report, it needs to be set up a little differently. Do a separate report where you again start with your target demo (i.e. P25-54) and make that the FIRST demo moved into the Selected Demographics box. Then create the smaller demo parts and move to Selected Demographics (i.e. 25-34, 35-44, 45-54). But DO NOT include anything in the Selected Filter Demographics box. 3) Select your Station(s) and Daypart(s) as usual 4) Skip the Place of Listening selection 5) For Audience Estimates, select Profile% and any other estimates you'd like to include 6) Run your report Report Filters Once you run the report you will see the selections you have made for each Specification the top of the screen. If you ve made multiple selections, you can click on the drop down arrow and then Refresh Selection to update the report based on filtered specifications. Tip: Radio Advisor will only show results if sufficient sample of 45 in-tab is achieved. Formatting the Rows and Columns The Ranker Report starts out with Stations as the Rows and Audience Estimates as the Columns. It s easy to change these to customize the format of your report in a variety of ways. On the right side of the screen you ll see two drop down boxes where you can choose which statistics you want as your Rows and Columns. Nielsen Solution Center - 800-423-4511 Page 3 of 5
After you make your choices, click Refresh Selection and the report will generate in the new format. Individual Stations by Index and Profile Report To profile one station at a time choose Primary Demo as Rows and Audience Estimate as Columns. Change the Station filter at the top of the page to see each station. Station Profile and Index Report To profile stations and see how they compare to each other by different demos, choose Primary Demo as Rows and Stations as Columns. Nielsen Solution Center - 800-423-4511 Page 4 of 5
Note: Both index and profile can be processed at the same time, but when you change the columns and rows each estimate will show in a different table/page when output. You can copy/paste the two into one report as shown below using Excel. You can then present the profile in Excel or prepare graphs to create a unique profile for an individual station or station cluster There are many other ways to change the Rows and Columns to create new views of your data. Try different combinations and see what works best for your needs. Nielsen Solution Center - 800-423-4511 Page 5 of 5