What is cumulative audience (cume) in broadcasting?

Cumulative audience, often referred to as "cume," is a key metric in broadcasting that represents the overall reach of a program. This figure indicates the total number of unique individuals who tune into a program over a specified period, rather than the total number of times those individuals watched the program. By measuring cume, broadcasters can assess how many different people are exposed to a program, which is vital for understanding its popularity and potential advertising value.

This metric is essential for advertisers and network executives as it helps them gauge audience size and the effectiveness of their programming. Cume is distinct from other measurements, such as average time spent viewing or total spots aired, which focus on different aspects of audience engagement and program distribution. Consequently, cume provides valuable insight into a program's reach and could affect decisions related to programming, scheduling, and advertising strategies.