Bridge Ratings is Better. Here's Why...

1. Bridge Ratings measures LISTENERS not LISTENING. "Listening estimates" from diary methodologies are determined based on listeners' diary entries over a seven-day period. With this methodology, listeners are asked not only to recall their listening but also to physically record it in a weekly diary. Research shows that listeners with busy lifestyles tend to make their diary entries all at once, at the end of the week. Attempting to recall seven days' radio listening all at once and/or after the fact leads to inaccurate listening entries. Station "listening" figures for average quarter hour are generated using this inaccurate reporting.

Bridge Ratings' methodology seeks 24 hour recall from listeners, which results in a more accurate accounting of station identification. Because we do not have confidence in average quarter hour estimates based on a listener's inaccurate or incomplete long-term recall, Bridge Ratings will not provide this type of listening estimate. Instead, we provide numbers associated with station "favoriteness."

Studies indicate 66%-80% of a listener's weekly listening is attributed to their favorite stations. By measuring favoriteness, stations can have a greater degree of confidence in the reliability of the information. In addition, this methodology more accurately detects listeners who are contributing the majority of their daily or weekly listening to a specific station. This "loyalty" score, when combined with Bridge Ratings' Cume Share, enables stations to more accurately determine how well they are converting cume audience into favoriteness.

2. Representative Sampling. Bridge Ratings uses telephone methodology - not diary - which allows for true population representation and a near perfect reflection of market geography. No longer are station operators looking at an incomplete picture of their market listening, where significant pieces of the market are under-represented. Bridge Ratings' method accurately mirrors the population diversity and ultimately produces more dependable results.

3. Confidence in Trending. Bridge Ratings uses panels of media users over long-term projects. This insures confidence in comparable data over time because the collected data trends relative behavior from the same set of consumers. Comparative data from other services is not studied or published this way which gives more confidence Bridge Ratings trending data.

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