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Audience Measurement
Share
The percentage of the total active radio or television consuming audience that is tuned to a specific station at a given time.
What is Share?
Share measures competitive position, not market penetration. Where Rating expresses audience as a fraction of the entire market population (tuned in or not), Share expresses audience as a fraction of only the people currently consuming the medium. If 100,000 people in a market are listening to any radio station and 15,000 of them are tuned to Station X, Station X has a 15.0 Share: regardless of how many additional people in the market are not listening at all.
Because Share is a zero-sum competitive metric, it is the number stations watch most closely in head-to-head format battles. A Share gain is always a Share loss for someone else in the same measurement period.
Why it matters
Share is heavily relied upon in competitive positioning; a 10.0 share indicates that ten percent of everyone currently consuming media is engaged with that specific entity.
Watch Share swings between competitors
Spotwise visualises Share movement across competing stations so programming and sales teams can react the moment a rival pulls ahead.