Holding Capacity
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      Holding Capacity F.A.Q.

      Here are some frequently asked questions regarding Holding Capacity.

      1. Our station is dropping Nielsen and switching to comScore. What does that mean for Holding Capacity?

        • No problem! Holding Capacity seamlessly integrates with comScore through its API interface. Transitioning an existing model requires minimal client involvement, typically just a few emails to obtain comScore approval.

      2. I'd like to compare my Nielsen-based Holding Capacity to one using comScore. Is that possible?

        • Absolutely! For stations subscribed to both Nielsen and comScore, we can create a dual Holding Capacity model that includes information from both systems for a small monthly fee. This allows stations to compare and contrast shares produced by each system.

      3. My ratings are down significantly, and the whole market seems to be dropping. Can Holding Capacity help with this?

        • Indeed! Holding Capacity allows us to assess how a station is performing within a changing market landscape. Even if market ratings or impressions are down, a station's share may increase, giving it greater pricing power. We analyze dynamics between stations to provide valuable insights.

      4. I no longer have an audit, and I'm unsure of my market share. Can Holding Capacity assist?

        • While Holding Capacity doesn't directly deal with revenue, it can provide clients with an estimate of their standing in the market. By utilizing available units and ratings/impressions, ShareBuilders can produce a market model that helps estimate market share even without a traditional audit.

      5. Ratings are not the currency my market is using; we're all about Impressions now. Can Holding Capacity accommodate that?

        • Absolutely! Holding Capacity is fully functional using either Ratings or Impressions in comScore. Additionally, we're considering incorporating Nielsen Impressions based on client interest, so let us know if your stations are interested!

      6. I wish I had more information to help with budgeting. Can Holding Capacity assist with that?

        • Definitely! We build Holding Capacity models for the following year during the summer, aligning perfectly with budget season. This tool helps clients predict their future shares, guiding budgeting decisions and setting realistic forecast expectations.

      7. How will the loss of SEC Football (or other sporting event/package) impact me?

        • The ShareBuilders Holding Capacity Model includes sports information, unlike models provided by Rep Firms. We keep track of changes in network sports schedules and adjust them to provide clients with accurate views of their expected shares. Local sports adjustments are also available upon request.

      8. How is my competitor keeping their rates so low? Can Holding Capacity provide insights?

        • While Holding Capacity can't access a competitor's skim data, we can predict unit counts effectively using well-researched estimates. Understanding programming types and buyer behavior, we explain factors like aggressive pricing due to increased available inventory and the strategy of spreading advertising spend across multiple stations.