Campaigns and tracking

By running campaigns through https://campaigns.theradiohub.com/ and correctly linking the advertisements in the radio playout software, the amount of listeners can be tracked for each commercial played. That way, total listeners are tracked and commercial frequency and scheduling can be automated.

Input campaigns

For each campaign, input a new entry in https://campaigns.theradiohub.com/. Each campaign is targeted at a specific radio station and has a predefined start- and end date and a target number of listenings. A listening is defined as one listener hearing the advertisement one time.

Campaign weight and play frequency

Because the system tracks the amount of listenings that is 'used up' so far, it can adjust the weight of the campaign to then determine if the advertisement should be played more often or less often to stretch the available listenings to the end date.

This weight is expressed as a number between 1 (least frequent) and 20 (most frequent) and will be re-evaluated on each play of the advertisement. If the listenings get used up too quickly, the weight is adjusted down. If there is a chance they won't be used up by the end date, the weight is adjusted up.

Processing through playout software and Notify

If the radio station uses The Radio Hub Notify software to submit play information to The Radio Hub, all that needs to be done is make sure the Title field for the advertisement contains the advertisement code between brackets, like this: [7ds98d7sfdsassd908]. The Radio Hub will then pick up that commercial and identify it correctly, so the listenings will be logged.

All listenings and play times will be visible under Activity on the individual campaign page in https://campaigns.theradiohub.com/.

Listener amounts

To correctly calculate listener amounts, three data sets are used:

Data set	Description
GRP	Total number of potential listeners reached in the broadcast area
Market share research	Research showing how many 'once weekly' and how many 'every day' listeners the radio station has as a percentage of GRP. Statistical relevance of this research is assumed
Web listeners	Automatically calculated by The Radio Hub: number of listeners and their frequency through only channels, like proxy stream links and the radio web player

GRP and the research can be inputted through The Radio Hub Manage at https://manage.theradiohub.com/reporting-airplay.

Once the data is complete, The Radio Hub will calculate listener amounts at the start of every played item with the following metrics:

Metric	Calculation
Daily market share	Percentage of research interviewees who listened once daily + (percentage of research interviewees who listened once last week / 7)
Daily listeners for the radio station	Total potential listeners (GRP) * daily market share
Average daily web listeners	Total listeners through web channels over the last 30 days / 30
Current listeners	Percentage of total average daily web listeners listening currently * daily listeners for the radio station

Example

Smash Radio is using The Radio Hub. It operates in the greater London area and the total number of potential listeners is 1,000,000. The station conducted telephone-based interviews (CATI) and found that of the total number of potential listeners, 14,7% listened to the station one time in the past week and 3.4% listened daily. They verified this research by also asking about national radio stations, and comparing their results to the nationwide Nielsen surveys and found they matched. Over the last 30 days, The Radio Hub recorded 68,400 web listening sessions.

It is currently Thursday lunch time, and a commercial is played. At that moment, 92 people are listening to Smash Radio via a web source. The listenings are calculated as follows:

Metric	Calculation
Daily market share	3.4% + (14.7% / 7) = 5.5%
Daily listeners for the radio station	1,000,000 * 5,5% = 55,000
Average daily web listeners	68,400 / 30 = 2280
Current listeners	(92 / 2280) * 55,000 = 2,219

Based on the metrics above, 2,219 listenings are recorded for the advertisement.

Reports

For each campaign, reports are available as PDF in the campaign page at https://campaigns.theradiohub.com/. The report link there is updated automatically and continuously. Reports can be sent from the system in an e-mail.