Sample Size Increase to 225,063 Diary and PPMTM Respondents;

Market by Market Reporting for Top 100 DMA®s;

Key Demos Available on Arbitron.com

 

NEW YORK, March 25, 2008 – Arbitron Inc. (NYSE: ARB) today released its March 2008 RADAR® radio network audience reports (RADAR 96) covering the period January 11, 2007 – December 12, 2007, which includes PPM and diary respondents.

 

In addition to the Persons 12+ rankings released each quarter, Arbitron posts RADAR Radio Network Ratings for Persons 18-49 and Persons 25-54 on its Web site.

http://www.arbitron.com/national_radio/radar96_network_rankings.htm

 

RADAR 96 marks an increase in sample size to more than 225,000 respondents.  By December 2008, Arbitron plans to increase the sample size to 300,000 respondents. This is part of a continuing sample increase initiative and is in line with Arbitron’s commitment to enhance the quality of its RADAR service and ensure more granular information is available to clients by demographics, dayparts and by individual market in the Top 100 DMA®s.

 

Selected Audience Results from RADAR 96

During the RADAR 96 survey period, 72 percent of U.S. consumers ages 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 57radio networks reached:

 

  • 72 percent of Persons 18+
  • 72 percent of Persons 35+
  • 74 percent of Persons 18-49
  • 74 percent of Persons 25-54

 

RADAR 96, March 2008 Network Rankings
Audiences to All Commercials ##: All Broadcasts Mon-Sun 6AM-12Mid
Persons 12+/Total U.S.

 

RADAR-Rated Network

 

 

 

Rank

 

Number of Broadcasts

Average Audience (000)

Average Rating

(%)

Jones MAI Adult Power

xb

1

7

6,681

2.6

ABC Daytime Direction Network

xb

2

5

6,459

2.5

Dial Global Contemporary Network

xb

3

7

5,809

2.3

Dial Global Complete FM Network

xb

4

7

5,578

2.2

Westwood WON I Network

xb

5

10

5,495

2.2

ABC Prime Access Radio Network       

 

6

28

5,042

2.0

ABC Morning News Radio Network

xb

7

5

4,576

1.8

Premiere Morning Drive Network

xb

8

5

4,292

1.7

Westwood WON III Network          

xb

9

12

4,241

1.7

Dial Global News & Information Network

xb

10

5

4,231

1.7

ABC News/Talk Radio Network      

xb

11

5

4,070

1.6

Jones MAI Female Perspective     

xb

12

7

3,994

1.6

Premiere Emerald Plus Network    

xb

13

21

3,987

1.6

Premiere Mediabase Female Network 

xb

14

7

3,967

1.6

Westwood CBS News Day Network     

xb

15

15

3,861

1.5

Premiere Sapphire Network           

 

16

28

3,808

1.5

Premiere Male Focus Network       

xb

17

5

3,619

1.4

Premiere Emerald Network            

 

18

28

3,552

1.4

Premiere Sapphire Plus Network   

xb

19

21

3,479

1.4

Premiere Diamond Network            

 

20

28

3,354

1.3

CMN Prestige                      

xb

21

5

3,348

1.3

Premiere Diamond Plus Network     

xb

22

21

3,105

1.2

Premiere Pearl Network              

 

23

56

3,060

1.2

CMN Prestige II                   

xb

24

5

2,836

1.1

American Urban Pinnacle Network   

xb

25

30

2,832

1.1

ABC Prime Reach Radio Network       

 

26

70

2,749

1.1

Westwood WFM Day Network          

xb

27

15

2,735

1.1

Premiere Pearl Plus Network      

xb

28

42

2,671

1.1

Premiere Ruby Network               

 

29

28

2,619

1.0

ABC Information Radio Network       

 

30

30

2,396

0.9

Westwood WON II Network           

xb

31

2

2,345

0.9

ABC Young Adult Radio Network     

xb

32

5

2,316

0.9

Westwood CBS News Network           

 

33

70

2,286

0.9

Premiere Female Focus Network    

xb

34

7

2,200

0.9

Westwood FM Day Network           

xb

35

15

2,194

0.9

Westwood WFM Weekend Network      

xb

36

18

2,054

0.8

ABC Urban Advantage Network         

 

37

28

1,847

0.7

Westwood Traffic II Sponsorship   

xb

38

5

1,841

0.7

Premiere Urban Network              

 

39

56

1,771

0.7

Westwood CBS News Weekend Network

xb

40

34

1,766

0.7

ABC FM Connection Radio Network     

 

41

56

1,641

0.6

American Urban STRZ Wknd Ent Network

xb

42

10

1,630

0.6

ABC Hot FM Radio Network          

xb

43

7

1,616

0.6

American Urban Renaissance Network  

 

44

66

1,582

0.6

ABC Hispanic Advantage Radio Network 

 

45

28

1,577

0.6

Premiere FOX News Network         

xb

46

45

1,484

0.6

Westwood FM Weekend Network      

xb

47

18

1,399

0.6

Westwood WFM Weekday Network        

 

48

55

1,328

0.5

Westwood Traffic I Sponsorship   

xb

49

5

1,310

0.5

ABC Advantage Radio Network         

 

50

28

1,226

0.5

Westwood FM Weekday Network         

 

51

55

1,136

0.4

Premiere Evening Youth Network    

xb

52

7

1,107

0.4

Premiere Evening Adult Network    

xb

53

7

1,051

0.4

ABC Music Radio Network             

 

54

121

793

0.3

Dial Global Digital 24/7 Network    

 

55

126

750

0.3

ABC Female Connection Radio Network

 

56

53

728

0.3

 

NOTES: See program listings for programs included in and excluded from dayparts;
xb indicates no broadcasts in one or more component dayparts.

## indicates the audience estimates produced may be based on a combination of PPM

and Diary respondents.  See the RADAR Reference Guide for more information. 

 

RADAR (Radio’s All Dimension Audience Research) measures network commercial audiences by merging radio listening information with clearance data for broadcasts and commercial exposures. That is, quarter-hours of radio usage as reported by respondents are matched with program and commercial clearances provided by the radio networks for each station carrying the programming. The 57 measured networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones MediaAmerica Inc., Premiere Radio Networks and Westwood One Radio Networks.

 

For a more detailed description of each of the RADAR networks, go to http://www.arbitron.com/national_radio/radar_networks.htm.

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