The only surprise is that these numbers were allowed to be published. I’m surprised they were not ‘washed’ years ago.
Most likely the data was washed. This is want was missed.
Take LBJ. His wife got those useless, nobody ever listened too radio stations. It was amazing the ad price Lady Bird’s stations were able to command, and the interest in American’s largest company’s in getting commercial time to pitch their defense weapons, and such to the cowboys of rural Texas.