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Arbitron Says 75 Is Not The New 25


Arbitron says it will be issuing revised Summer 2012 Greenville-Spartanburg audience estimates on Tuesday, November 27. A diary that initially appeared to have been returned from a 25-year-old male was actually completed by a 75-year-old male. That diary contained significant listening to WESC-FM so estimates for WESC-FM in select demos or dayparts may be affected.

Arbitron informed authorized users that, "Estimates for other stations may be slightly affected as a result of the sample balancing and reprocessing procedures associated with the reassignment of a diarykeeper’s age. In addition, several other diaries will undergo minor recrediting or reassignment for the revised report. Arbitron expects those changes to have little or no effect on reported audience estimates."

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