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| ARBITRENDS Report: Phase 1, Winter '06-'07... | ||
 Audience estimates adjusted for actual broadcast schedule: WEW-AM Mon-Sun 6a-Mid in Fall 2006. WEW-AM Mon-Sun 6a-Mid in Nov-Dec-Jan 2007. The estimates provided by Arbitrends v1.4 are derived from the diaries that provide the data in the Radio Market Report and are subject to the limitations stated in that report. Due to these limitations, inherent in Arbitron's methodology, the accuracy of Arbitron audience estimates cannot be determined to any precise mathematical value or definition. Arbitrends is not part of Arbitron's regular syndicated service and is not accredited by the Media Rating Council (MRC). |
The numbers at left represent AQH shares for Persons 12+, Monday-Sunday, 6AM-12M, for the St. Louis metro rating area. Phase 1 of the Winter '06-'07 survey period includes the last two four-week "phases" of the Fall 2006 book and the first four weeks of the Winter 2006-2007 book (known as November-December-January). Phase II includes the final four-week phase of the Fall 2006 book and the first eight weeks of the Winter book and will publish on April 4th. The complete Winter Book, which began on January 11th and will conclude on April 4th, will roll out on May 2nd, 2007. The numbers are crunched to provide a "rolling average" that provides subscribers a once-a-month check of their work. If, for example, a station experiences a significant rise or decline, the station can expect that the next trend report will be correspondingly up or down and can make adjustments. Using proprietary Arbitron information and formulae, they can even extrapolate an approximate future rating. NOTE: 12+ numbers provide only an overview of the marketplace. All rating figures are history. Corporate 12+ Scorecard: | |
Mike's analysis: Mornings -
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