Arbitron releases RADAR 102 ratings


Arbitron reported in its September 2009 RADAR radio network audience ratings (RADAR 102) more than 187 million persons 12+ heard one or more network radio commercials each week of the survey period. Dial Global’s Contemporary Network and Complete FM Network took the top two spots in the coveted Persons 25-54 demo; Premiere’s Male Focus came in at #3. 

With the release of RADAR 102, Dial Global has four of the top five RADAR networks across key buying demos, A18-49, A25-54 and W25-54.  Dial Global’s Contemporary ranked #1, Complete FM Networks #2, Adult Power #4 and Female Perspective #5, MS5a-12m , A25-54 all broadcasts. 

“We are pleased with the growth and stability our networks have shown with RADAR 102,” said Jay Green, Director of Research, Dial Global.  “As additional PPM is rolled into the national services we are seeing an increase in overall reach for the networks which is very positive.”

Dial Global will be realigning three of its networks for 2010.  Special tabs will be released in the coming weeks for use in 2010. 

A new development: The USRN Impact Network has earned its way into the Top 5 rank in all six of the 18-49 and 25-54 demos (Monday-Friday, 6am – 7pm). 
Arbitron posts RADAR Radio Network Ratings for Persons 18-49 and Persons 25-54 on its website at:

Some insights:
Overall Gross Impressions are nearly flat (-0.8%) for Adults 25-54 and Adults 18-49 (-1.0%) versus RADAR 101. RADAR 102 is based on:‬‪
– Affiliations as of July 13, 2009
–    Listening from June 26, 2008 through June 24, 2009‬‪‪

PPM data now comprises 28% of the total RADAR sample.
Selected Audience Results from RADAR 102
The RADAR 102 survey period saw an increase in the number of people reached by network radio from the RADAR 101 period for key buying and selling demographic groups.  Among the prime audience demographics sought by advertisers, the commercials aired on the 58 radio networks reached:
73.5 percent of Persons 12+
74.0 percent of Persons 18+ (170,612,000 Persons)
73.9 percent of Persons 35+ (118,400,000 Persons)
75.3 percent of Persons 18-49 (101,942,000 Persons)
75.8 percent of Persons 25-54 (96,107,000 Persons)
The RADAR 102 September 2009 release is the eighth RADAR release to include both Arbitron PPM and diary respondents. The PPM data included in the RADAR 102 release are from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago and San Francisco Metro markets for the Summer 2008, Fall 2008, Winter 2009 and Spring 2009 surveys, from Dallas-Ft. Worth, Atlanta, Washington DC and Detroit for the, Fall 2008, Winter 2009 and Spring 2009 surveys, from Boston for the Winter 2009 and Spring 2009 surveys and from Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul, San Diego for the Spring 2009 survey.
RADAR 102 marks an increase in sample size to 345,230 respondents. By the end of 2009, Arbitron plans to increase the sample size to an expected 360,000 respondents.