Radio Jeopardy!

Training Tip on Using Your Scarborough Data: Exercise #15

How well do your AEs know your radio stations qualitatively? Use this exercise to share information about each station that can be used by anyone on your sales staff today!

Instructions for the Leader:

Step 1:
Assign each AE a radio station within your cluster of stations.

Step 2:
Have the AEs go back to their computers and profile their assigned stations by running Scarborough and QUALITAP reports. (You may want to put a time limit on this.) You can download the handouts listed below to help guide your AEs through the reports.

Step 3:
Have each AE present the qualitative information they have found. Based upon the characteristics alone, have everyone guess which station the AE was assigned.

Suggested Online Courses

If your reps need more help with this topic, they may want to take:

Scarb 101—Scarborough Basics
Scarb 102—How to Create a Profile Report

To register, go to www.ArbitronTraining.com

For more information on Scarborough, go to www.Scarborough.com

Additional Instructional Materials

IQP step-by-step guide
Profile step-by-step guide
Profile "How to Read" guide

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