The analyses are primarily used in-house, but local stations sometimes come to CPB for information about their broadcast area. In addition to providing information about the market, AreaPop makes it possible for CPB to set up a yardstick to measure local stations' performance. This year, CPB is adding an audience service standard that stations should try to meet. The percentage itself varies according to market size and characteristics. The percentage is important, but there are other mitigating factors.
Some stations have a very targeted listenership.