Half the Ratings Story

From Inside Radio:

Not all P1 listeners are created equal. Programmers have known this was more or less true for years — but using PPM data researchers were able to figure out who matters the most. Listener loyalty and preference data also shows that for “mass appeal” formats like AC and country — a super-small number of listeners determine the ratings. How small? Less than 2% of the Houston market drives nearly half of the ratings for a leading AC station. DMR president Tripp Eldredge says the study shows what drives ratings in a PPM world.

Here’s my question:

Which part of the other HALF of your ratings would you like to ignore?