Prepared by Robert R. Basow Radio Reach and Frequency by Station Reach in radio measures the percentage of the total audience that uses a medium during a specified time period. Frequency measures how often the members of that audience use that medium. In measuring reach, it is important that each listener be counted only once during the time period being measured.
Radio stations tend to have very loyal listeners.
Thus, they reach many of the same people every day. This builds frequency, which is important in repeating a message often enough for it to be remembered. To reach a high percentage of the Bishkek population, it is necessary to use several radio stations throughout the week. Only a small share of daily radio listeners say they listen to more than one station. Daily listeners represent more than half of the audiences of Pyramida Radio, Gosteleradio and Radio Mayak.