Optimum Effective Scheduling
-
Optimum Effective Scheduling (OES) is a concept created to reach the majority of a radio station’s listeners 3 or more times by distributing ads evenly throughout a week.
Message retention and recall begins after three exposures. This is referred to as effective reach. The principle behind OES is concentration and repetition.1 An OES schedule generally consists of 35-60 commercials per week.1Three-Step OES Formula:1
- Calculate turnover ratio for a broad demographic, Mon-Sun 6am-12mid.1
- Turnover ratio is an index of how long a station’s audience spends with them and is driven by format.1
How to Calculate:
Radio Station Cume Audience ÷ Average Quarter-Hour Audience = Turnover Ratio
- Determine the number of spots per week.
How to Calculate:
Turnover Ratio x 3.29 = Spots Per Week
- Run the spots with even distribution across all days and dayparts, Mon-Sun 6am-12mid.1
- OES concentration and repetition
- The key to OES is concentration and a campaign can be concentrated in the number of weeks, days, dayparts and the number of stations.
- Weeks - If an advertiser only has a budget for a 12-spot week campaign for the month - put this entire budget into one week of a month for a single 48-spot OES week.1
- Days - concentrate spots in 2 or 3 days. This would be effective for a one-day sale or event.1
- Dayparts - Concentrate spots into a single daypart. If a business is trying to grow their breakfast traffic, concentrating spots in the morning is important.1
- Stations - reduce the number of stations being used for the campaign, concentrate spots on one station for the highest return.1
Source: 1) Radio Advertising’s Missing Ingredient: The Optimum Effective Scheduling System, Steve Marx and Pierre Bouvard
RAB | 800-232-3131 | www.RAB.com