cost of reaching people on a cost-per-thousand basis. CPRP = 2,491 (i.e., Total amt/Total GRPs) Terminology The ratings industry breaks their statistics down in several ways, to express different measurements: Share The Share is the percentage of radio listeners tuned into a given station at a given time. For example – a "1.4 Share" means that 1.4% of all people listening to the radio at a specified time are tuned into the specified station or program. Rating Rating is the percentage of potential audience members – whether tuned into any program or not – who are tuned into a particular program or station at a given time. Cume Cume or Cumulative Audience is the number of unique people tuned into a program or station at a given time. Cume is usually expressed as the estimated number of listeners in any given quarter-hour. Average Quarter Hour (AQH) The AQH figure is the average number of audience members during a typical quarter-hour (measured as quarters of the hour from :00 to :15, :15 to :30, :30 to :45, and :45 after the hour to the top of the hour, respectively. Time Spent Listening (TSL) The amount of time an average listener spends listening to the station or program before channel surfing. This measurement drives both the frequency of radio commercial breaks, as well as the station's programming strategy. Stations whose radio formats tend to have short TSLs (music stations) as well as dayparts (see below) with short TSLs (morning drive time, for example) will have more frequent commercial breaks; formats and times with longer TSLs will schedule breaks less frequently. Demographics All of the other ratings are broken down by demographics. Stations that might have weak overall ("12+") demographics may have strong enough ratings within a given, desired "demographic" to be attractive to advertisers, and thus profitable. For example, talk radio stations frequently have lower-than-average "12+" ratings, but much higher numbers among males age 35-54. Since the 35-54 male demographic is highly coveted by advertisers, such a station can be quite profitable. Dayparts In addition to demographics, a key breakdown in ratings is the "Daypart", or segment of the broadcast day. In radio (and to a lesser extent television), the key dayparts are: Morning Drive: characterized by short TSLs (the time a person spends in their car) and, for the well-programmed station, high cumes, Morning Drive (usually from 5AM to around 9AM)