How Can Two Identical Stations Have Different Ratings?

How is it that two stations in the same market playing nearly identical playlists have drastically different ratings?

The answer actually lies in their radio imaging. Radio imaging is the branding of your radio station. Imaging is the audio art that identifies your station in the listeners mind. In the beginning this work of art is fragile and flexible, easy to bend and shape as the station evolves. Eventually the image hardens, and the mold has been set …

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