Bear Stearns analyst Chris Ensley checks in to explain why he and competitor Marci Ryvicker at Wachovia arrived as such different conclusions after reviewing Fall Arbitron ratings data (2/13/08 RBR #30).
The difference between our results and Wachovia’s results are that we look strictly at ratings, while Wachovia looked at "share of ratings." It is possible to have an increase in ratings but a decrease in share.
Unfortunately, it is possible to reach different conclusions based on whether you analyze "ratings" or "ratings share."
Sorry it resulted in confusion….