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Date Posted: Wed 06/04/03 - 9:56:58 PM
Author: Zachary
Subject: Re: Ratings Suggestion
In reply to: Zachary 's message, "Ratings Suggestion" on Tue 06/03/03 - 2:10:27 PM

12+ numbers DON'T do a good job of showing which stations are strong. They're very misleading. Quite often a station can drop a half point 12+ and go up in their required demos. Or CHRs can appear to be near the top of the heap because of inflated 12-18 numbers, but in reality they may be being beaten by several stations 18-34.

Don't get me wrong, programmers don't mind lofty 12+ numbers. But no one was ever fired over them.

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