Arbitron RADAR 106: Dial Global takes top three

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Dial Global took the top three slots for Arbitron’s RADAR 106: its Contemporary, Complete FM and Adult Power were tops in both 18-49 and 25-54, respectively. RADAR 106 data shows that nearly 190 million Persons aged 12+ heard one or more network radio commercials in an average week of the survey period (6/25/09 through 6/23/10).


Gross Impressions Share by Network Company:                                                   

·       The networks with the largest increases were Premiere Evening Youth (+16.9%), Premiere’s Evening Adult (+16.4%), and WWO Adults (+12.2%) networks. The networks with the largest decreases were Premiere’s Urban (-23.2%), Dial’s Digital 24/7 Digital (-11.7%) and Westwood FM Weekend (-10.1%) networks.

·       Premiere reduced inventory on their :15 second networks and created two new :30 second networks called Daytime Youth and Daytime Adult.

RADAR 106 data:

          o PPM data: 43.7% of the RADAR sample
          o Newest PPM markets are: Portland, OR, Sacramento, Cincinnati, Cleveland, Salt Lake City-Ogden-Provo, San Antonio, Kansas City, and Las Vegas
          o Affiliations as of: July 12, 2010
          o Respondent changes in Spring 2010 vs Spring 2009

The RADAR 106 survey period saw an increase in the number of people reached by network radio from one year ago during the RADAR 102 period for key buying and selling demos. Among the prime audience demographics sought by advertisers, the commercials aired on the 53 radio networks reached:

73.8% of Persons aged 12+ (189,833,000 Persons)
74.2% of Persons aged 18+ (172,464,000 Persons)
73.5% of Persons aged 35+ (119,053,000 Persons)
76.5% of Persons aged 18-49 (103,329,000 Persons)
76.9% of Persons aged 25-54 (97,458,000 Persons)

Arbitron posts RADAR Radio Network Ratings for Persons aged 18-49 and Persons aged 25-54 on its website.

The PPM data included in the RADAR 106 release are from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago, San Francisco, Dallas-Ft. Worth, Atlanta, Washington DC, Detroit, Boston Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul, San Diego, from Tampa-St. Petersburg-Clearwater, St. Louis, Denver-Boulder, Baltimore and Pittsburgh, PA, Metro markets for the Summer 2009, Fall 2009, Winter 2010 and Spring 2010 surveys and; from Portland, OR, Sacramento, Cincinnati, Cleveland, Salt Lake City-Ogden-Provo, San Antonio, Kansas City, and Las Vegas for the Fall 2009, Winter 2010 and Spring 2010 surveys.

The sample size for the RADAR 106 report is 386,378 persons aged 12+.


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Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.