Much of the test design and analysis of the Traffic Hoopla testing reports is completed by David Fotheringham, who holds a degree in mathematics and statistics.

This is not about awarding and celebrating winners. The point of our testing is to reveal top performance. Our clients are encouraged to use the weekly reports to increase and maximize their advertising.

Our stats are real. We use them ourselves to make advertising decisions. Too many numbers are boring to most people; that’s why we provide this service. All serious marketers know they should track, but don’t have the time or resources.

Our analysis is primarily a mathematical one. While we recognize that other factors are important, we leave most subjective evaluations to other Internet services. No one can pay their way into a higher position on our lists. We don’t run popularity contests or pat anyone on the back.

We maintain a permanent record of all data we’ve accumulated since we began testing in 2002. This not only includes programs on today’s report, but every program, we have ever studied. This historical record is important because we can study long-term changes in any individual program or the industry as a whole. Our entire database is quite large and growing every day.

More than one person contributes to the reports. We collect stats from a team of normal hit exchange users. It is NOT necessary for our team to use an exchange in order to collect stats. In fact, we collect hundreds to thousands of hits each week from exchanges we’ve never heard of. And only when an exchange produces competing stats do join and become active members.

The most current Hit Exchange Report collected and analyzed hits from 146 Exchanges.