If an ad agency doesn't pay attention to the monumental numbers Mix 107.5 posted in this summer book, they should be fired. It's a waste of time to advertise on TV in the summer. This is a corollary to the first myth. Judging by the results, you could make a strong argument that it's far better to be on TV when all the other stations are off. That's opposed to blowing your entire wad when you're battling five or six other radio stations to get noticed in the busy spring or fall.
Radio has to be local.
Sure, Mix107.5 is a local station with a local frequency and local commercials. But throughout the entire summer, there wasn't one local DJ on the station. There are virtually hundreds of myths out there about radio programming. They're handed down from GM to PD in a time-honored tradition.