Arbitron reported in its June 2010 RADAR radio network audience ratings (RADAR 105) that more than 189 million Persons aged 12+ heard one or more network radio commercials each week of the survey period. As usual, Dial Global was tops in the coveted Persons 18-49 and Persons 25-54 demos, scoring the top three and top two slots, respectively, with their Contemporary and Complete FM products.
“Again, this latest release of RADAR demonstrates the ability of Dial Global and Network Radio to consistently deliver audiences in key demos for our clients,” said Charles Steinhauer, President of Operations for Dial Global. “We are excited about the increasing reach for Network Radio and Dial Global specifically.”
Network radio gross impressions were flat (-0.4%) with Adults 25-54 and with Adults 18-49 (-0.5%) in RADAR 105 versus RADAR 104 (March 2010). PPM data now makes up 41.2% of the RADAR sample. There were no new PPM Markets this survey, however. Existing PPM markets add another quarter of listening (Jan-Feb-Mar 2010) and Diary markets add the Winter ’10 survey.
The RADAR 105 survey period saw an increase in the number of people reached by network radio from the RADAR 104 period for key buying and selling demographic groups. Among the prime audience demos sought by advertisers, the commercials aired on the 51 radio networks reached:
73.8% of Persons aged 12+ (189,990,000 Persons)
74.3% of Persons aged 18+ (172,706,000 Persons)
73.7% of Persons aged 35+ (119,360,000 Persons)
76.5% of Persons aged 18-49 (103,336,000 Persons)
76.9% of Persons aged 25-54 (97,489,000 Persons)
The PPM data included in the RADAR 105 release are from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago, San Francisco, Dallas-Ft. Worth, Atlanta, Washington DC, Detroit, Boston, Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul and San Diego Metro markets for the Spring 2009, Summer 2009, Fall 09 and Winter 2010 surveys; from Tampa-St. Petersburg-Clearwater, St. Louis, Denver-Boulder, Baltimore and Pittsburgh, PA, for the Summer 2009, Fall 2009 and Winter 2010 surveys; and from Portland, OR, Sacramento, Cincinnati, Cleveland, Salt Lake City-Ogden-Provo, San Antonio, Kansas City, and Las Vegas for the Fall 2009 and Winter 2010 surveys.
The ratings cover the period April 2, 2009 through March 31, 2010.
RADAR 105, the standard currency for national network ratings, marks an increase in sample size to 377,044 respondents. By the end of 2010, Arbitron plans to increase the sample size to an expected 395,000 respondents.