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How to Calculate OES Using General Ratings

Optimum Effective Scheduling (OES) is a strategy that advertisers use to try to reach a target number of viewers. According to optimum effective scheduling, advertisers must reach at least half their target audience three times or more for their ads to have any effect. Calculate the OES spot level, or the number of times you must air an advertisement per week, from the general ratings of how many people you expect will hear your ad.

Instructions

    • 1

      Determine from the general ratings the number of people who listen to or watch your station during an average quarter-hour. For example, suppose that 400 people tune in to the station. Advertisers call this figure the "Average Quarter Hour (AQH) persons."

    • 2

      Determine from the general ratings the total number of distinct people who listen to or watch the station. For example, suppose that this figure, which advertisers call "CUME persons," is 7,000.

    • 3

      Divide the latter figure by the former one. 7,000 divided by 400 is 17.5. Advertisers call this ratio the turnover rate.

    • 4

      Multiply the turnover rate by 3.29, a constant conversion factor. 17.5 times 3.29 is 57.6, or close to 58. According to OES, you must air your commercial 58 times per week..

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