While Dial-Global topped the list for the December 2010 RADAR 107 report for Average Audience and Average Audience Rating percents, Arbitron’s cumulative audience estimates for the 54 RADAR-rated networks in RADAR 107 show Premiere to be on top for Adults 18-49 and Adults 25-54. Premiere’s Young Influencers and Super Moms networks were tops.
The report saw an increase in key demos reached by network radio versus year-over year December 2009 RADAR 103 report period, with Adults aged 25-54 showing the biggest gain. However, the Reach rating for the Adults 35+ demo dropped a bit, from 74.2 to 73.3. Arbitron spokesperson Kim Myers tells RBR-TVBR the reasoning behind the drop is that is was actually a drop in Adults 35-44 (down -342,000) and a drop in Adults 65+ (down -429,000).
|
Demographic |
RADAR 103 (December 2009) |
RADAR 107 |
Change (000) |
||
|
Reach (000) |
Reach Rating |
Reach (000) |
Reach Rating |
||
|
Persons 12+ |
188,866 |
73.9 |
189,685 |
73.7 |
819 |
|
Adults 18+ |
171,597 |
74.4 |
172,292 |
74.1 |
695 |
|
Adults 35+ |
118,842 |
74.2 |
118,732 |
73.3 |
-110 |
|
Adults 18-49 |
102,924 |
76.0 |
103,455 |
76.6 |
531 |
|
Adults 25-54 |
96,901 |
76.4 |
97,537 |
76.9 |
636 |
Compared to one year ago, network radio increased its weekly reach among Persons aged 12+ by more than 800,000.
