X 15 minutes, or 4.5 minutes. This means that the average listener to this station listens for less than five minutes per week during Morning Drive time. This is pretty dismal. These 15 quarter-hours equal 45 minutes, meaning that the average listener to this station listens 3 hours and 45 minutes per week during Morning Drive time. This is much better, and more likely to produce results for an advertiser.
Advertising professionals appreciate loyalty, but they know something more.
Listeners who need or are prone to buy a product will not respond to an ad for that product until they have been exposed at least three times to the advertisement's message. This is called a frequency of three. But those statistics are insufficient if not combined with data about the cost of advertising on each station. In the highly competitive radio broadcasting business, salespersons are sometimes misleading in their claims about costs. Sounds like a bargain.