WTOP PPM Numbers Rebound After Encoding Error
April 6, 2010 at 12:00 PM (PT)
BONNEVILLE News WTOP/WASHINGTON is still awaiting fully corrected numbers for the month of MARCH in which the station's PPM numbers fell sharply for part of a week, but the results from MARCH's Week 2, the week after ARBITRON found the error, show the station rocketing to the top of the 12+ and 25-54 rankings once again.
The station discovered that errors in encoding between MARCH 5th and 8th caused, among other anomalies, WTOP's 25-54 weekend ratings to fall from 10.4 in week four of FEBRUARY to a 0.7 during the first week of MARCH, but the station soared back to an 8.5 in the next week.
The station's overall 12+ number jumped from 7.5 to 12.4, with 25-54 up 6.8 to 12.6. Week 2's figures, which include a MONDAY in which the correction had yet to be made, are commensurate with the last week of FEBRUARY, when the station led the market in audience share in every major daypart 12+ and 25-54; the weekend numbers had the station in first place in FEBRUARY's Week 4 and MARCH's Week 2 but 19th in MARCH's error-affected Week 1.