Arbitron releases RADAR 104 network ratings


Arbitron reported in its March 2010 RADAR radio network audience ratings (RADAR 104) that more than 189 million Persons aged 12+ heard one or more network radio commercials each week of the survey period. The  survey includes affiliates as of 01/19/10. Respondent listening was based on a 12-month average of Arbitron surveys covering Wi 09, Sp09, Su 09 and Fa 09.

Dial Global continues to have the top three ranked networks in the key buying demo of Adults 18-49.  Dial Global also has three out of the top five ranked networks Adults 25-54.

“There were a number of changes to the other networks in this latest RADAR release,” said Jay Green, Director of Research for Dial Global. “We are pleased to see our performance remains stable and our delivery remains consistent for our advertisers.”

See the rankers here

See all of the data in the PDF link at the upper right hand corner of this page.

What’s New in RADAR 104

Citadel removes four networks from RADAR: Music, Hot FM, News/Talk and Young Adult.
Crystal renames networks to Prestige AMD and Prestige PMD.
Premiere removes 12 networks and replaces with 11 networks.

New PPM markets: Portland OR, Sacramento, Cincinnati, Cleveland, Salt Lake City, San Antonio, Kansas City and Las Vegas.

Sample Size: 368,987 (37.2% based on PPM data).

These estimates reflect only the standard published RADAR 104 report. Networks may choose to request Special Tabs to include changes that have happened since the survey’s affiliation cutoff date. In the standard report, the total number of Gross Impressions in RADAR 104 for all networks is down -7.1% from RADAR 103 with Adults 25-54 and down -6.5% with Adults 18-49. This was mainly due to a reduction in the number of RADAR networks, with 5 fewer reported in RADAR 103 than R 104. Based on only the networks and inventory that were included in both 103 and 104 surveys, overall Gross Impressions are flat (+0.7%) with both Adults 25-54 and Adults 18-49.

Among the prime audience demos sought by advertisers, the commercials aired on the 51 radio networks reached:

73.7% of Persons aged 12+ (189,550,000 Persons)
74.1% of Persons aged 18+ (172,385,000 Persons) 
73.8% of Persons aged 35+ (119,399,000 Persons)
76.1% of Persons aged 18-49 (102,834,000 Persons)
76.6% of Persons aged 25-54 (97,086,000 Persons)

The PPM data included in RADAR 104 is from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago, San Francisco, Dallas-Ft. Worth, Atlanta, Washington DC, Detroit, and Boston Metro markets for the Winter 2009, Spring 2009, Summer 2009 and Fall 09 surveys, from Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul, San Diego for the Spring 2009, Summer 2009 and Fall 09 surveys; from Tampa-St. Petersburg-Clearwater, St. Louis, Denver-Boulder, Baltimore and Pittsburgh, PA, for the Summer and Fall 2009 surveys and from Portland, OR, Sacramento, Cincinnati, Cleveland, Salt Lake City-Ogden-Provo, San Antonio, Kansas City, and Las Vegas for the Fall 2009 survey.