believe that's the largest jump ever for them.
In 25-54, they came back from a 2011 low of 3.0 to a 3.5, which is still below the 3.7 the month before. However, the July number is basically the average for the whole year of 2011.
This coming week, we will have the August book, and based on the first three weeks, it is likely they will finish a bit above that average.
As to "jumps" it's important to realize that changes in the youngest leaning and oldest leaning formats tend to be seen at the beginning of summer, which is also when we have seen an above average PPM panel turnover.