Summer PPM numbers much like the diary are pretty much ignored. Sample size is down, younger stations like KBKS, KNDD, KQMV get a summer bump and numbers really vary week to week. In many ways the PPM is very much like the diary. The end of the September book and October are the next big tests for stations. Things will go askew again in December and the Holiday books as they did in the diary and do in other PPM markets.
I do notice that KJAQ, KZOK, KPLZ,KRWM and KJR-FM have remained pretty much in the top five since April and in average rating are all tied again in August. If other PPM markets and the diary patterns hold true, Country, Christian, Jazz, Classic Hits and HOT/AC will grow when school goes back into session. AC will really grow come Christmas. Time will tell. Once we have a year of ratings, as they do in some markets, advertisers will begin to buy based on how a station performed last year, not last book. Seasonal changes are very important in PPM. Only a handful of stations in each market are immune to them.
