From MarketingVOX:
“Visitors to [corporate and brand] websites have a much higher propensity to recommend products,” said Pete Blackshaw, chief marketing officer of Nielsen Buzzmetrics, whose research shows more than 40 percent of people who give a brand email feedback are likely to recommend it to others.
I want to emphasize that last part: More than 40 percent of people who give a brand email feedback are likely to recommend it to others.
Do you solicit feedback to your station online? Do you do it in your emails to listeners? Do you prove that you listen to feedback if you do solicit it?
And remember, research in general and Arbitron ratings in particular are feedback opportunities. If you want higher ratings you must nurture listening among more people who are inclined to give feedback.