Advertising Research Guide

The SRDS database provides valuable data about thousands of media sources including: profile and contact information, advertising rates and policies (for print publications)*, circulation information (for print publications), and audience and web site metrics (available when a print publication has corresponding online publication, for example Advertising Age and AdAge.com). The Library's subscription to the SRDS database provides access to the following SRDS resources:

• Print:
  • Business Publications 
  • Consumer Magazines
  • Newspapers, Reps and Press Associations
• Audio
  • Radio Stations, Networks, Owners & Reps
  • Metro Markets (MSA) Maps
• TV
  • Local TV & & Cable Stations*
  • Designated Market Area (DMA) Maps

*Please note: While this database does not include advertising rates for specific television or radio stations, it does provide cost-per-points (CPP) for Metro Market areas (Radio) and DMAs (TV). CPP refers to the cost of reaching 1% of your target demographic viewers. To find the rate reports:

1. Click on Resources in the top navigation
2. Click on either University Projected Rates TV or University Projected Rates Radio
3. Locate the market you are interested in and retrieve the rate card

Multiply the CCP times the Arbitron rating (for radio) or Nielsen rating (for TV) to determine the cost of an ad.