Dial Global takes RADAR 108 in 18-49; 25-54

Pretty much the norm for the company: Dial Global took the top three spots, respectively, in both demos for its Contemporary, Complete FM and Adult Power networks in Arbitron March RADAR 108 network radio rankers.

“We are pleased by the continued core demo strength of the Dial Global RADAR networks and in the consistent impact for our advertising clients,” said Paul Bronstein, SVP, Research, Dial Global. “Weekly Radio Network average audiences, and in particular those of Dial Global, rank amongst the top Cable program deliveries and continue to offer advertisers complementary reach and frequency.”

American Urban’s Elite Network took a decent debut, at 37th place, just below its STRZ Weekend Entertainment Network.  The USRN Impact Network has again grown its audience in both demos as well. For Adults 18-49 it showed an audience increase of 1.3%; Adults 25-54 showed an audience increase of 1.9% (Monday-Friday, 6am – 7pm).

RADAR 108 shows that some 74% of Persons 12+ heard one or more network radio commercials in an average week of the survey period, which is an increase of nearly 3.6 million vs. the March 2010 report. The sample size is 395,382 persons 12+.

RADAR 108 Gross Impressions Share by Network Company:

First grouping is Audience Share: 18-49
Adults
Men
Women

Second grouping is Audience Share: 25-54
Adults
Men
Women
 
AURN
7.8
6.6
9.4

AURN
7.2
5.9
8.7

CIT
19.2
19.6
18.8

CIT
20
20.4
19.7

CMN
2.6
2.5
2.8

CMN
2.7
2.5
2.9

DG
19.5
19
20.1

DG
19.2
18.6
20

PRN
26
26.1
25.9

PRN
25.7
26.2
25.2

USRN
1.5
1.5
1.5

USRN
1.4
1.4
1.3

WWO
23.3
24.7
21.6

WWO
23.8
25.1
22.2

The final group of PPM markets has been introduced into the RADAR sample. They are: Greensboro-Winston-Salem-High Point, Jacksonville FL, West Palm Beach-Boca Raton, Memphis, and Hartford-New Britain-Middleton. PPM data comprises 48.5% of the total RADAR 108 sample

Highlights
Network Radio now reaches three in four Adults 18-49 and Adults 25-54. Network Radio overall was up +3.1% with Adults 18-49 and +3.2% with Adults 25-54. Three of Citadel Media’s networks experienced most of the largest book-to-book increases reported in RADAR 108: Female Connection (+171% A 18-49), FM Connection (+79% A 18-49) and Family FM (+54% A 25-54).  These were a result of a reconfiguration that included new affiliations to these networks. Citadel Media now contributes 19.2% of all the A 18-49 and 20.0% of A 25-54 Gross Impressions in RADAR.

American Urban’s Elite and CMN’s Radio Social were two networks and were responsible for the other notable overall network company gains in RADAR 108.

Book to Book – Adults 18-49: AURN (+6.2%), Citadel (+17.2%), CMN (+87.0%), Dial Global (-3.5%), Premiere (-2.1%) United Stations (+.8%), Westwood One (-1.2%)

Book to Book – Adults 25-54: AURN (+7.5%), Citadel (+16.1%), CMN (+84.0%), Dial Global (-3.3%), Premiere (-1.7%), United Stations (+1.7%), Westwood One (-1.4%).

RADAR 108 details show commercials aired on the 54 mesaured radio networks reached:
• 74.4% of Persons aged 12+ (193,143,000 Persons)
• 74.8% of Persons aged 18+ (175,487,000 Persons)
• 73.9% of Persons aged 35+ (121,038,00 Persons)
• 77.4% of Persons aged 18-49 (104,483,000 Persons)
• 77.6% of Persons aged 25-54 (98,497,000 Persons)

RADAR 108—March 2011 Network Rankings By Adults 18-49
Daypart Averages: All Commercial Audiences^##, All Broadcasts, Mon-Sun 5A-12M
Adults 18-49/Total U.S./ Population Estimate: 135,070 (000)

When comparing these rankers to previous rankers, the RADAR 108 ranks reflect the Monday-Sunday 5am-12m daypart rather than the Monday-Sunday 6am-12m daypart used prior to RADAR 100.
xb Indicates no broadcasts in one or more component dayparts.
^## Indicates that beginning with the RADAR 95 December 2007 report, the audience estimates produced may be based on a combination of PPM and Diary respondents.

RADAR 108—March 2011 Network Rankings By Adults 25-54
Daypart Averages: All Commercial Audiences^##, All Broadcasts, Mon-Sun 5A-12M
Adults 25-54/Total U.S./ Population Estimate: 126,867 (000)

When comparing these rankers to previous rankers, the RADAR 108 ranks reflect the Monday-Sunday 5am-12m daypart rather than the Monday-Sunday 6am-12m daypart used prior to RADAR 100.
xb Indicates no broadcasts in one or more component dayparts.
^## Indicates that beginning with the RADAR 95 December 2007 report, the audience estimates produced may be based on a combination of PPM and Diary respondents.