RADAR 101 cume estimates show strength of network radio

Arbitron released cume audience estimates for the 58 RADAR-rated networks. The most current estimates indicate that Network Radio delivers more listeners across major buying demos as compared to the prior RADAR network audience report.
 
Compared to three months ago, the June 2009 RADAR 101 saw an increase in the number of people reached by network radio from the RADAR 100 period for key buying and selling demos.  The June report revealed 278,000 more listeners Adults 25-54; Adults 18-49 showed an increase of more than 230,000 listeners compared to the RADAR 100 report.
 
“Compared to RADAR 97 one year ago, this month’s RADAR reveals an increase of more than 2.9 million listeners aged 12 and older listen to radio weekly,” said Bruce Supovitz, manager, National Radio Services, Arbitron. “The continuing transition to electronic measurement in top ranked local markets persistently highlights radio’s promise as an effective reach medium.” 

 The RADAR 101 June 2009 release is the seventh RADAR release to include both Arbitron PPM and diary respondents. The PPM respondents included in the RADAR 101 release are from the Houston-Galveston and Philadelphia markets for the Spring 2008, Summer 2008, Fall 2008 and Winter 2009 surveys, from New York, Los Angeles, Riverside, Chicago and San Francisco-San Jose for the Summer 2008, Fall 2008 and Winter 2009 surveys, from Dallas-Ft. Worth, Atlanta, Washington DC and Detroit for the Fall 2008 and Winter 2009 survey and from Boston from the Winter 2009 survey.