Aaron wrote:You can't do that unless every there was equal gender targeting by the stations. Since there are fewer male-targeted stations, they're going to look disproportionately high.
I thought it was fair because Numeris survey techniques would see them with an equal number of males and females in each age group. But I hadn't thought about whether there are an equal number of listening hours for Males and Females in that age group. Or, of course, what demographics advertisers actually care about.
All that said, it is perhaps the best indicator of just how skewed the 2+ Numbers are by those 55 years and older.