Radio Ink: Unlocking They Mystery Of "Phantom Cume"

"For years, we have known there is "phantom cume" to be unlocked," Arbitron VP/PPM Sales John Snyder said yesterday, noting the long-held belief that the diary ratings system fell short when it came to recording listeners' total cume listening. Speaking at Arbitron's annual Consultant's Fly-In, Snyder said that while format is a major driver of which stations exhibit higher cume levels, its also becoming clear that most of the cume is coming from casual listeners.  [ MORE ]