perhaps you saw this piece in "Inside Radio" today:
Winner’s Circle: Less spots, more ratings at 93Q
"February brought more than just KKBQ’s highest 6+ ratings since Houston converted to electronic measurement in June 2007. February’s 5.4 is 93Q’s best total audience share since Cox bought the country station 11 years ago. Light spotloads and a heavy emphasis on the basics are key ingredients."
all I can add to this is "duh!"