Folks, remember that it's not completely about some pretty little numbers published in book form by a company called Arbitron. The ratings system they currently use is flawed because there simply aren't enough diaries going out into the marketplace. With such a small sample size, do they really expect us to believe that group of diary holders (and I'm just referring to the ones that actually bother to fill out the diary, much less the people that don't return their books) really represents what the market is truly listening to? Until the PPM or an alternative method of measurement that can sample a much higher number of listeners hits the market on a widescale basis, trends / books / etc can only be taken for face value.
The real measure of success, regardless of Arb numbers, can be found in the Business / Sales / General Manager's office in the accounting files.