RADAR 83 results out; ABCRN on top again

Arbitron released its December RADAR radio network audience reports (RADAR 83), with ABC's Daytime Direction topping the list again. The sample was at 77.5K, the highest ever, with 80K coming in RADAR 84. There were a total of 46 networks--down only by one network, even with reconfigurations, a new network, and one network dropping out (Sporting News Radio Network due to possible audience discrepancies-see our exclusive on that 11/11 RBR #221).

Gross Impressions (GI's) were down slightly overall (partly in response to "Less Is More"). There was some slight audience movement: one triple-digit and one double-digit increase & only one double-digit decrease. Half of networks' changes were within three percentage points. American Urban Radio Networks added a new network (STRZ Weekend Entertainment) and Premiere Radio Networks has added Female Focus to the measurement. In addition, Premiere Radio Networks has reconfigured, and the following new networks-Diamond, Diamond Plus, Emerald, Emerald Plus, Morning Drive, Pearl, Pearl Plus, Sapphire, Sapphire Plus and Urban One-are included in RADAR 83.

Comments Dr. Tom Evans, ABCRN SVP/Research: "Even with reconfigurations, a new network being reported, and one network skipping one RADAR report, RADAR 83 remained fairly consistent with no real surprises. Premiere knew with "Less Is More" that its gross impressions were going to decrease significantly. ABC had done a RADAR 82 Special Tabulation and let the marketplace know three months ago that ABC News/Talk was going to double its audience in RADAR 83. Several of the network groups experienced no real changes in audiences in RADAR 83; and, over half of the changes to individual networks were less than 3%. RADAR 83 just proves that even with what might seem like a lot of changes, network radio continues to deliver consistent audiences."

With the release of RADAR 83, subscribers will be able to go beyond the national data currently offered to access radio network information for the Top 10 U.S. local markets. This change makes RADAR the only radio ratings service to offer audience-to-cleared-commercial data at the local market level. Access will be available for the RADAR radio networks measured through the Market-by-Market Analysis feature being added to RADAR's PC 2010 software.

During the RADAR 83 survey, 76% of U.S. consumers 12+ heard one or more network radio commercials in the course of a week. Among the prime audience demographics sought by advertisers, the commercials aired on the 46 radio networks reached:

* 77% of Persons 12-34

* 79% of Persons 35-49

* 74% of Persons 50+

Highlights:

ABC RADIO NETWORKS

Gross Impressions: 1.9 billion

Share: 12+: 32.8% (31.3% in RADAR 82)

Overall: ABC networks have top-ranked network in over half of the 126 reported gender/age demos reported by RADAR; ABC News/Talk up +105%; four ABC network fairly flat. ABC Daytime Direction ranks number one among Persons 12+ and among its target demo of Adults 25-54. ABCRN had the first, fifth, and seventh ranked networks among Persons 12+; first, eighth, and tenth among Adults 25-54; and, second and sixth among Adults 18-49. ABC News/Talk increased 105% among Adults 25-54. ABC News/Talk experienced a 105% increase among its target demo of Adults 25-54. ABCRN has 13 out of the Top 14 programs and 18 out of the Top 25 programs in network radio.

AMERICAN URBAN RADIO NETWORKS

Gross Impressions: 0.5 billion (decrease of -8%)

Share: 8.6% (8.7% in RADAR 82)

New Network: Added STRZ Weekend Entertainment

Overall: Even adding a new network, overall gross impressions were down -8%.

CRYSTAL RADIO NETWORK

Gross Impressions: 32 million

Share: 0.5% (up from 0.4% in RADAR 82)

Overall: Crystal increased its inventory by +40% but only increased gross impressions by +30%.

DIAL-GLOBAL RADIO NETWORKS

Gross Impressions: 125 million

Share: 2.1% (up slightly from 2.0% in RADAR 82)

Overall: +2% gross impressions.

The Complete FM Network and the Dial-Global Contemporary Network both ranked in the top 10 among People 12+, All Broadcasts Monday-Sunday 6AM-12Midnight. Complete FM maintains the #1 ranking among all networks for Adults 18-34 and Adults 18-49. The network grew an estimated 17.3% from a year ago in RADAR 79, December 2003 among people 12+. Dial-Global Contemporary Network increased an estimated 49.1% from a year ago in RADAR 79, December 2003, People 12. Contemporary continues to deliver women; ranking in the top 5 networks among Women 18-49 and Women 18-34.

Dial-Global's third RADAR network, Dial-Global FOX Radio News & Information, will debut in RADAR 84, March 2005 and will be available for sale with a special tab based on RADAR 83, December 2004.

Said Dial-Global Co-President/CEO David Landau: "We're delighted with our results. We're building a success story based on our consistency."

JONES MEDIAAMERICA

Gross Impressions: 77 million (up +2% from RADAR 82)

Share: 1.6% (1.2% in prior RADAR)

Overall: audiences flat

PREMIERE RADIO NETWORKS

Gross Impressions: 1 billion

Share: 17.9% (21.0% in R82); Gross Impressions down -20% from impact of Clear Channel's "Less Is More." For Persons 12+, Premiere had seven of the top 20 RADAR nets, with Premiere Morning Drive ranked fourth, Premiere Mediabase ranked eighth, Premiere Emerald Plus ranked tenth, Premiere Male Focus ranked fourteenth, Premiere Sapphire Plus ranked sixteenth, Premiere Diamond Plus ranked seventeenth, and Premiere Sapphire ranked eighteenth.

For Adults 25-54, Premiere also had seven of the top 20 RADAR-rated nets, with Morning Drive ranked fifth, Mediabase ranked seventh, Male Focus ranked ninth, Emerald Plus ranked eleventh, Sapphire Plus ranked fifteenth, Sapphire ranked sixteenth, and Diamond Plus ranked seventeenth. Premiere's Female Focus, in its debut survey, is the only RADAR-measured network to feature of a percentage female composition of 70% or higher.

Said Kraig Kitchin, President/COO: "Premiere has successfully achieved our goal in this RADAR - introducing 11 new non-trendable networks that significantly enhance the advertiser experience in network radio."

WESTWOOD ONE RADIO NETWORKS

Gross Impressions: 2.2 billion (down -2%)

Share: 36.8% (35.1% in R82)

Overall: 13 of 15 networks down but overall basically flat. Westwood One's CBS News Primetime network was #1 amongst Persons 12+ in morning drive. CBS Mix Weekend was #1 throughout the weekend. The net also delivered four of the top five and seven of the top 10 commercial broadcasts in network.

Summary: Adults 25-54 Targeted Networks (RADAR 82 vs. RADAR 83)

ABC Daytime Direction -4.9%

ABC Information & Entertainment -7.7%

ABC Morning News -2.5%

ABC Music -11.0%

ABC News/Talk +105.0%

ABC Prime Reach -2.9%

CrystalNet Prestige -7.2%

Jones MediaAmerica TWC +4.5%

Westwood CBS FM -8.4%

Westwood CBS Mix Weekend -3.1%

Westwood CBS News Max -3.6%

Westwood CBS News Primetime -0.7%

Westwood CNN News Reach -0.2%

Westwood Digital 24/7 Music -3.8%

Westwood NBC Lite FM -1.9%

Westwood NBC Lite FM Max -1.4%

Westwood Traffic I Sponsorship -5.0%

Westwood Traffic II Sponsorship -2.8%

Click here for the RADAR charts.