For Immediate Release:
Monday, January 12, 2004

(Glendale, California)   Bridge Ratings, the industry's newest audience measurement provider, has been surveying the Oxnard - Ventura, California market since November, 2003.   The company's four-week monthly was released on December 21 and the following are highlights:

Stations with strong showings ranking among the County's most-listened to: KBBY-FM, KCAQ-FM, KFI-AM, KHAY-FM, KXLM-FM and KLMA-FM.   These stations were also among the most-listened to in Arbitron's Fall 2003 survey. For Bridge Ratings, KFI and KCAQ both showed extremely well in its advances which was predictive of their Arbitron performances.  

Stations with solid improvement or performances in Bridge Ratings included: KOCP-FM, KRTH-FM, KFYV-FM, KVEN-AM, and KLSX-FM. Among those stations that performed well in the Bridge Ratings' monthly but did not have comparable success in Arbitron were: KNX-AM, KLOS-FM, KVTA-AM and KRUZ-FM.

Bridge Ratings President and CEO, Dave Van Dyke had this insight: "The variances between measurement services would appear to be grounded in sample integrity. Bridge Ratings' samples mirror the geography demographically. There is no question if there are age/sex cels not being properly represented. However, from my initial observations in the just-released Arbitron results, that proper representation is a concern. Bridge Ratings' telephone-recall samples are very precise and match the population composition of the survey area. By contrast, common diary methodology surveys are heavily weighted since they use telephone calls to place diaries but cannot control which diaries are returned."

Initial results confirm that Bridge Ratings not only accurately captures broad station successes, but because of its more precise representative sample, it is capable of picking up survey subtleties less sensitive measurement services are unable to capture.

Bridge Ratings provides weekly, monthly and quarterly audience reports emailed to client stations within 72 hours of the completion of each week's final interviews.  

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