Arbitron Releases RADAR 98 September 2008 Radio Network Ratings


Now Includes Market-by-Market Reporting for Top 150 DMAs;

Sample Size Increased to More Than 275,000 Diary and PPM Respondents

 

NEW YORK, September 23, 2008 – Arbitron Inc. (NYSE: ARB) released its September 2008 RADAR® radio network audience reports (RADAR 98), covering the period June 28, 2007 to June 25, 2008, which includes PPMTM 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 at: http://www.arbitron.com/national_radio/radar98_network_rankings.htm

 

RADAR 98, the standard currency for national network ratings, marks an increase in sample size to more than 275,000 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 markets in the Top 150 DMA®s.

 

Selected Audience Results from RADAR 98

During the RADAR 98 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 58 radio networks reached:

 

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

                                        RADAR 98 September 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

(%)

Dial Global Contemporary Network

xb

1

7

6,660

2.6

Dial Global Adult Power

xb

2

7

6,477

2.6

ABCRN Daytime Direction

xb

3

5

6,074

2.4

Dial Global Complete FM Network

xb

4

7

5,773

2.3

Westwood WON I Network

xb

5

10

5,583

2.2

Dial Global News & Information Net

xb

6

5

4,615

1.8

ABCRN Prime Access

 

7

28

4,499

1.8

Westwood CBS News Day Network

xb

8

15

4,197

1.7

ABCRN Morning News

xb

9

5

4,184

1.7

Dial Global Female Perspective

xb

10

7

3,956

1.6

Premiere Morning Drive Network

xb

11

5

3,892

1.5

Premiere Mediabase Female Network

xb

12

7

3,849

1.5

Premiere Emerald Plus Network

xb

13

21

3,790

1.5

Premiere Male Focus Network

xb

14

5

3,706

1.5

Premiere Sapphire Network

 

15

28

3,578

1.4

CMN Prestige

xb

16

5

3,573

1.4

Westwood WON III Network

xb

17

12

3,404

1.3

Premiere Emerald Network

 

18

28

3,320

1.3

Premiere Sapphire Plus Network

xb

19

21

3,291

1.3

ABCRN News/Talk

xb

20

5

3,269

1.3

Premiere Diamond Network

 

21

28

3,259

1.3

CMN Prestige II

xb

22

5

3,208

1.3

Westwood WFM Day Network

xb

23

15

3,133

1.2

United Stations Impact Network

xb

24

7

3,078

1.2

American Urban Pinnacle Network

xb

25T

30

2,998

1.2

Premiere Diamond Plus Network

xb

25T

21

2,998

1.2

Premiere Pearl Network

 

27

56

2,935

1.2

Westwood FM Day Network

xb

28

15

2,558

1.0

Premiere Pearl Plus Network

xb

29

42

2,542

1.0

ABCRN Prime Reach

 

30

70

2,524

1.0

Premiere Ruby Network

 

31

28

2,434

1.0

Westwood CBS News Network

 

32

70

2,355

0.9

Westwood Traffic II Sponsorship

xb

33

5

2,293

0.9

ABCRN Information

 

34

30

2,276

0.9

Westwood WON II Network

xb

35

2

2,254

0.9

Westwood WFM Weekend Network

xb

36

18

2,085

0.8

Premiere Female Focus Network

xb

37

7

2,029

0.8

ABCRN Young Adult

xb

38

5

1,975

0.8

ABCRN Urban Advantage

 

39

28

1,803

0.7

American Urban STRZ Wknd Ent Network

xb

40

10

1,757

0.7

American Urban Renaissance Network

 

41

66

1,733

0.7

Westwood Traffic I Sponsorship

xb

42

5

1,720

0.7

Westwood CBS News Weekend Network

xb

43

34

1,697

0.7

Premiere Urban Network

 

44

56

1,686

0.7

ABCRN FM Connection

 

45

56

1,634

0.6

ABCRN Hot FM

xb

46

7

1,527

0.6

ABCRN Hispanic Advantage

 

47

28

1,517

0.6

Premiere FOX News Network

xb

48

45

1,484

0.6

Westwood FM Weekend Network

xb

49

18

1,456

0.6

Westwood WFM Weekday Network

 

50

55

1,405

0.6

ABCRN Advantage

 

51

28

1,256

0.5

Westwood FM Weekday Network

 

52

55

1,216

0.5

Premiere Evening Youth Network

xb

53

7

994

0.4

Premiere Evening Adult Network

xb

54

7

986

0.4

Dial Global Digital 24/7 Network

 

55

126

874

0.3

ABCRN Music

 

56

121

731

0.3

ABCRN Female Connection

 

57

53

703

0.3

ABCRN Hispanic Select

 

58

53

472

0.2

 

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. 

 

Inclusion of PPM data into RADAR estimates

The RADAR 98 September 2008 release is the fourth RADAR release to include both PPM and diary respondents. The PPM data included in the RADAR 98 release are from the Houston-Galveston and Philadelphia Metro markets for the Summer 2007, Fall 2007, Winter 2008 and Spring 2008 surveys. Because RADAR audience estimates are based on four quarterly surveys, the PPM respondents for Houston-Galveston and Philadelphia account for 100 percent of those Metro market’s audience estimates. The RADAR reference guide is available on our Web site at: http://www.arbitron.com/downloads/R98_refguide.pdf

 

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 58 measured networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations 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.

 

About Arbitron

Arbitron Inc. is a media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People MeterTM, a new technology for media and marketing research.

 

Through its Scarborough Research joint venture with The Nielsen Company, Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries.

 

Arbitron’s marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Its executive offices are located in New York City.

 

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