Are there any potential disadvantages to Total Line Reporting for a combo that wants its estimates combined?
For a combo’s first survey with Total Line Reporting, prior survey trends will be those of the primary station only. For example: If WAAA and WBBB begin Total Line Reporting for Summer 2009—and WAAA is chosen as the primary station—estimates for Summer 2009 will reflect combined listening to WAAA and WBBB, but prior-survey trends will reflect listening only to WAAA. A four-book average would average four surveys of listening to WAAA and one survey (Summer 2009) of listening to WBBB. The combo will begin building combined trends, however, so by Spring 2010, the four-book average would reflect the average of four surveys of WAAA listening and four surveys of WBBB listening.
