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question about ratings

Official Arbitron ratings are quarterly though they provide radio stations with monthly "trends," which are not adjusted. Arbitron attempts to get a reasonable sampling in metro Atlanta over three months (about 3,500 usable diaries), or about 1,200 a month. The official quarterlies fix problems of under and oversampling. The monthly trends do not. (At least that's how I'm told. Anybody with better knowledge please correct me.) So while some stations will obsess over the monthlies, they aren't all that reliable. The next quarterly results will be out at the end of July for the "spring" book covering the end of March through last Wednesday. In a few days, we should have the monthly trends covering mostly March/April/May. You can go to www.radioandrecords.com and pick up the 12-plus numbers, including trends.

Even individual quarterly numbers should be taken with a grain of salt, given the vagaries of the diaries. Looking over a four-book sampling is always better. Spring and fall books are considered more important--in fact, many morning shows are not allowed to take vacation during those periods, which is why you have folks on vacation now.
 
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