Arbitron releases RADAR 95

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Arbitron announced the release of its December 2007 RADAR radio network audience reports (RADAR 95), which now include PPM respondents from the Houston-Galveston and Philadelphia metro markets combined with diary respondents from all other markets. RADAR 95 marks the addition of PPM respondents as well as an increase in sample size to 200,083 respondents–exceeding Arbitron’s sample size goal of 200,000 respondents for this report. By 12/08, the sample will increase to 300,000 respondents.


Overall, RADAR 95 had 10 networks up; 27 were flat; and 19 were down between 3-10%, two networks were down greater than 10%. Jones MediaAmerica’s Adult Power radio network tops the list among P12+ and Adults 25-54. Dial Global showed some impressive ranker movement in prime target demos. For Adults 25-54, its Digital 24/7 was up 65.7% and its News & Information was up 23.7%. For 25-54, DG is now ranking 2nd and 3rd. On the flip side, Westwood One’s Traffic II Sponsorship was down 7.4% in that demo.

"Our RADAR rated inventory continues to be an important category for our company. We are pleased and excited by the latest results and are committed to growing these offerings for our advertiser clients." Charles Steinhauer, DG EVP/ Operations tells RBR. For Adults 18-49, DG’s Contemporary was up 18.5%. DG now holds 1st and 2nd place for that demo, in fact. Other big movers included ABCRN’s Advantage–up 10.5%; their Young Adult was down 10.9%. For Gross Impressions, Dial Global offset an otherwise flat change for Network Radio and edged ahead of AURN to rank 4th in Total Gross Impressions after ABC, PRN, and WWO. 

Total Gross Impressions Share / Gross Impressions vs. Prior

Persons 12+

ABC 30.3 / -2.6%
PRN 25.9 / -2.5%
WWO 24.2 / -3.4%
DG 8.0 / +25.7%
AURN 7.4 / -1.0%
JMA 3.0 / -0.4%
CMN 1.2 / -2.0%
Overall 100.0 / -0.8%

Adults 25-54

ABC 29.6 / -2.2%
PRN 27.5 / -2.4%
WWO 22.7 / -3.9%
DG 8.0 / +30.6%
AURN 7.8 / +1.6%
JMA 3.1 / +0.2%
CMN 1.4 / -1.0%
Overall 100.0 / -0.2%

Adults 18-49

PRN 28.6 / -2.6%
ABC 28.5 / -2.2%
WWO 21.6 / -4.5%
DG 8.4 / +29.3%
AURN 8.3 / -0.5%
CMN 1.3 / -1.3%
JMA 3.2 / +0.8%
Overall 100.0 / -0.5%

 | See the main RADAR 95 charts here |


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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.