Premiere tops RADAR 107 Cume estimates

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While Dial-Global topped the list for the December 2010 RADAR 107 report for Average Audience and Average Audience Rating percents, Arbitron’s cumulative audience estimates for the 54 RADAR-rated networks in RADAR 107 show Premiere to be on top for Adults 18-49 and Adults 25-54. Premiere’s Young Influencers and Super Moms networks were tops.


The report saw an increase in key demos reached by network radio versus year-over year December 2009 RADAR 103 report period, with Adults aged 25-54 showing the biggest gain. However, the Reach rating for the Adults 35+ demo dropped a bit, from 74.2 to 73.3. Arbitron spokesperson Kim Myers tells RBR-TVBR the reasoning behind the drop is that is was actually a drop in Adults 35-44 (down -342,000) and a drop in Adults 65+ (down -429,000). 

 

Demographic

RADAR 103

(December 2009)

RADAR 107
(December 2010)

Change

(000)

Reach (000)

Reach Rating

Reach (000)

Reach Rating

Persons 12+

188,866

73.9

189,685

73.7

819

Adults 18+

171,597

74.4

172,292

74.1

695

Adults 35+

118,842

74.2

118,732

73.3

-110

Adults 18-49

102,924

76.0

103,455

76.6

531

Adults 25-54

96,901

76.4

97,537

76.9

636

 

Compared to one year ago, network radio increased its weekly reach among Persons aged 12+ by more than 800,000. 


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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.