The numbers at left represent ratings for Persons 12+, Monday-Sunday, 6AM-12M, for the St. Louis metro rating area for the period March 30 thru June 21. The Summer rating period will begin on June 29 and run through September 20th. Phase I Arbitrends will publish on 23 August; Phase II on September 20; and the Summer Book will publish in its entirety on 18 October 2006.
The numbers are crunched each four weeks 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:
Clear Channel: 23.0 - 23.2;
CBS: 17.9 -16.4;
Bonneville: 16.3 - 15.8;
Emmis: 12.8 - 13.2;
Radio One: 6.8 - 6.4
