"David" wrote in message
...
On Thu, 13 Sep 2007 13:20:23 -0700, "David Eduardo"
wrote:


"Bart Bailey" wrote in message
...
In t posted
on Thu, 13 Sep 2007 15:37:33 GMT, David Eduardo wrote: Begin

KGO has no listeners in LA. I averaged the last 4 ratings books for LA,
and
KGO has a 0.0.

That means that 0.0 people took the time to play your ratings game,
LA has many KGO listeners as does San Diego.


And San Diego has exactly zero. It showed neither in cume nor share. Zero,
zip, nada.

Your books are useless below a 0.5 share.

Actually, you have that totally wrong. If a station has less than about the
equivalent of a 0.3 share, Arbitron considers them not to meet Minimum
Reporting Standards because they do not appear in enough diaries, with
enough time listening, to be considered significant. To Arbitron, anything
below the MRS standard is not representative of any real listening and is
purely coincidental and not reliable; such stations are not "in the book" to
use their term.

So any station not appearing in a handful of diaries at least is considered
to have zero significant listening and whatever mentions may occur (there
are 30,000 diaries for LA in a year) can come from away from home listening
or poorly described internet listening or any number of other sources.

In LA, a station with a 0.5 share can bill $5 million dollars a year. It's
significant. KGO has a 0.0 share.