Arbitron releases RADAR 101; Dial-Global tops again


Arbitron reported in its June 2009 RADAR radio network audience ratings (RADAR 101) more than 186 million persons 12+ heard one or more network radio commercials each week of the survey period. Dial Global’s Contemporary, Complete FM and Dial Global Adult Power took the top three in the coveted 25-54 demo. RADAR 101 saw an increase in the number of people reached by network radio from the RADAR 100 period for key buying and selling demos. 

See the three sets of rankers we’ve posted from an RBR/TVBR source.  The first set is Gross Impressions data (chart below); the second set is the standard rankers that also show the year to year changes in reach for 12+, 25-54 and 18-49; and the third is based on cume/reach, which is becoming the story with PPM. Arbitron is expected to issue cume rankers next week.

Now, back to average audience…
Overall Network Radio was flat year to year with Adults 25-54 and down slightly with Adults 18-49. The addition of Boston brings the percentage of PPM data in the RADAR sample to 20.7%. Only 9 of the 56 different networks in RADAR saw increases versus RADAR 100.

The RADAR 101 June 2009 release is the seventh RADAR release to include both Arbitron PPM and diary respondents. The PPM data included in the RADAR 101 release are from the Houston-Galveston and Philadelphia Metro markets for the Spring 2008, Summer 2008, Fall 2008 and Winter 2009 surveys, from New York, Los Angeles, Riverside, Chicago and San Francisco-San Jose for the Summer 2008, Fall 2008 and Winter 2009 surveys, from Dallas-Ft. Worth, Atlanta, Washington DC and Detroit for the Fall 2008 and Winter 2009 survey and from Boston from the Winter 2009 survey.

Click here to see The Average Audience Rankers with book-to-book comps.

Click here to see the Topline Reach Rankers, based on cume.