A national radio broadcasters association hosts an annual convention that attracts station owners and program managers as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite and Internet radio, and the rise of new technologies. During one forum, a professor of broadcasting sparks discussion by posing a number of questions based on real-life situations that he has encountered over the years. A young man takes over his grandfather's barbershop in a Midwest city. He is new to radio wants to know his local station's true reach before he places spots for the barbershop. What is the best estimate of his local radio station's reach?
a. cumulative audience
b. average quarter-hour share
c. average quarter-hour rating
d. share of audience