Network Radio Reaches More Than 189 Million Persons Each Week

COLUMBIA, MD, March 22, 2010 – Arbitron Inc. (NYSE: ARB) reported in its March 2010 RADAR® (Radio’s All Dimension Audience Research) radio network audience ratings (RADAR 104) that more than 189 million Persons aged 12+ heard one or more network radio commercials each week of the survey period.

Arbitron posts RADAR Radio Network Ratings for Persons aged 18-49 and Persons aged 25-54 on its Web site at: http://www.arbitron.com/national_radio/radar104_network_rankings.htm

Selected Audience Results from RADAR 104 
The RADAR 104 survey period saw an increase in the number of people reached by network radio from the RADAR 103 period for key buying and selling demographic groups. Among the prime audience demographics sought by advertisers, the commercials aired on the 51 radio networks reached:

  • 73.7 percent of Persons aged 12+ (189,550,000 Persons)
  • 74.1 percent of Persons aged 18+ (172,385,000 Persons) 
  • 73.8 percent of Persons aged 35+ (119,399,000 Persons)
  • 76.1 percent of Persons aged 18-49 (102,834,000 Persons)
  • 76.6 percent of Persons aged 25-54 (97,086,000 Persons)

RADAR® 104 Network Rankings by Key Demos—Average Audience

RADAR 104—March 2010 Network Rankings By Adults 18-49
RADAR 104—March 2010 Network Rankings By Adults 25-54


RADAR 104—March 2010 Network Rankings By Adults 18-49
Daypart Averages: All Commercial Audiences##, All Broadcasts, Mon-Sun 5A-12M
Adults 18-49/Total U.S./ Population Estimate: 135,070 (000)

RADAR-Rated Network Rank Number of Units Average Audience (000) Average Rating (%)
Dial Global Contemporary Network xb 1 14 4,479 3.3
Dial Global Complete FM Network xb 2 14 4,426 3.3
Dial Global Adult Power xb 3 14 2,999 2.2
Premiere Young Influencers:15 xb 4 21 2,648 2.0
Premiere Informed Network xb 5 10 2,605 1.9
Premiere Modern Women Network xb 6 14 2,588 1.9
United Stations Impact Network xb 7 14 2,538 1.9
Dial Global Female Perspective xb 8 14 2,463 1.8
Premiere Today's Men Network xb 9 14 2,402 1.8
Dial Global Music & Entertainment xb 10 10 2,301 1.7
Premiere Super Moms Network 11 28 2,196 1.6
Premiere Money & Smarts :15 Network xb 12 21 2,099 1.6
Premiere Young Influencers 13 28 2,073 1.5
Westwood One Adults Network xb 14 10 2,034 1.5
Premiere Prime Time Network 15 28 1,840 1.4
Premiere Money & Smarts Network 16 28 1,674 1.2
CMN Prestige PMD xb 17 10 1,612 1.2
Westwood WFM Day Network xb 18 30 1,565 1.2
CMN Prestige AMD xb 19 10 1,563 1.2
Premiere Everyday Women Network xb 20 14 1,527 1.1
Premiere Super Moms :15 Network xb 21 21 1,512 1.1
Westwood One News Day Network xb 22 30 1,411 1.0
Premiere Top Market :15 Network xb 23 21 1,395 1.0
Premiere Top Market Network 24 28 1,346 1.0
Westwood FM Day Network xb 25 30 1,288 1.0
American Urban Pinnacle Network xb 26 60 1,203 0.9
Citadel Media Prime Access 27 56 1,188 0.9
Westwood One Weekend Network xb 28 4 1,173 0.9
Dial Global Digital 24/7 Network 29 252 1,001 0.7
Premiere Female Focus Network xb 30 14 941 0.7
Westwood One Women Network xb 31 10 914 0.7
Citadel Media Hispanic Advantage 32 28 910 0.7
Citadel Media Urban Advantage 33 28 873 0.6
Westwood FM Weekend Network xb 34 36 819 0.6
Premiere Urban Network 35 56 809 0.6
Westwood WFM Weekend Network xb 36 36 807 0.6
Westwood FM Weekday Network 37 110 791 0.6
American Urban STRZ Wknd Ent Netwo xb 38 20 782 0.6
Westwood One News Weekday Network 39 140 774 0.6
Citadel Media Prime Reach 40 140.5 722 0.5
Premiere Evening Youth Network xb 41 7 710 0.5
Westwood WFM Weekday Network 42 110 685 0.5
Citadel Media FM Connection 43 126 630 0.5
Premiere FOX News Network xb 44 90 604 0.4
American Urban Renaissance Network 45 132 596 0.4
Citadel Media Information 46 30 516 0.4
Westwood One News Weekend Network xb 47 68 495 0.4
Premiere Evening Adult Network xb 48 7 402 0.3
Citadel Media Advantage 49 28 394 0.3
Citadel Media Female Connection 50 106 303 0.2
Citadel Media Hispanic Select 51 106 296 0.2

Please note: When comparing these rankers to previous rankers, the RADAR 104 ranks reflect the Monday-Sunday 5am-12m daypart rather than the Monday-Sunday 6am-12m daypart used prior to RADAR 100.
xb Indicates no broadcasts in one or more component dayparts.
## Indicates that beginning with the RADAR 95 December 2007 report, the audience estimates produced may be based on a combination of PPM and Diary respondents.

RADAR 104—March 2010 Network Rankings By Adults 25-54
Daypart Averages: All Commercial Audiences##, All Broadcasts, Mon-Sun 5A-12M
Adults 25-54/Total U.S./ Population Estimate: 126,781 (000)

RADAR-Rated Network Rank Number of Units Average Audience (000) Average Rating (%)
Dial Global Contemporary Network xb 1 14 4,264 3.4
Dial Global Complete FM Network xb 2 14 3,979 3.1
Premiere Informed Network xb 3 10 3,335 2.6
Dial Global Adult Power xb 4 14 2,936 2.3
Premiere Modern Women Network xb 5 14 2,470 1.9
Westwood One Adults Network xb 6 10 2,464 1.9
Premiere Today's Men Network xb 7 14 2,406 1.9
Premiere Money & Smarts :15 Network xb 8 21 2,388 1.9
Dial Global Female Perspective xb 9 14 2,370 1.9
United Stations Impact Network xb 10 14 2,354 1.9
Dial Global Music & Entertainment xb 11 10 2,239 1.8
Premiere Young Influencers:15 xb 12 21 2,238 1.8
Premiere Super Moms Network 13 28 2,147 1.7
Premiere Money & Smarts Network 14 28 1,914 1.5
Premiere Prime Time Network 15 28 1,833 1.4
CMN Prestige AMD xb 16 10 1,713 1.4
Premiere Young Influencers 17 28 1,669 1.3
Westwood One News Day Network xb 18 30 1,643 1.3
CMN Prestige PMD xb 19 10 1,632 1.3
Westwood WFM Day Network xb 20 30 1,605 1.3
Premiere Super Moms :15 Network xb 21 21 1,484 1.2
Premiere Everyday Women Network xb 22 14 1,425 1.1
Citadel Media Prime Access 23 56 1,402 1.1
Westwood One Weekend Network xb 24 4 1,314 1.0
Premiere Top Market :15 Network xb 25 21 1,241 1.0
Premiere Top Market Network 26 28 1,202 0.9
Westwood FM Day Network xb 27 30 1,183 0.9
American Urban Pinnacle Network xb 28 60 1,110 0.9
Premiere Female Focus Network xb 29 14 1,057 0.8
Dial Global Digital 24/7 Network 30 252 1,048 0.8
Westwood One Women Network xb 31 10 954 0.8
Westwood One News Weekday Network 32 140 900 0.7
Citadel Media Urban Advantage 33 28 866 0.7
Citadel Media Prime Reach 34 140.5 847 0.7
Citadel Media Hispanic Advantage 35 28 814 0.6
Westwood WFM Weekend Network xb 36 36 787 0.6
Premiere FOX News Network xb 37 90 749 0.6
Westwood FM Weekday Network 38 110 746 0.6
Westwood FM Weekend Network xb 39 36 729 0.6
Premiere Urban Network 40 56 692 0.5
Westwood WFM Weekday Network 41 110 684 0.5
American Urban STRZ Wknd Ent Netwo xb 42 20 674 0.5
Citadel Media Information 43 30 631 0.5
Citadel Media FM Connection 44 126 580 0.5
American Urban Renaissance Network 45 132 569 0.4
Westwood One News Weekend Network xb 46 68 563 0.4
Premiere Evening Youth Network xb 47 7 475 0.4
Premiere Evening Adult Network xb 48 7 421 0.3
Citadel Media Advantage 49 28 410 0.3
Citadel Media Female Connection 50 106 284 0.2
Citadel Media Hispanic Select 51 106 269 0.2

Please note: When comparing these rankers to previous rankers, the RADAR 104 ranks reflect the Monday-Sunday 5am-12m daypart rather than the Monday-Sunday 6am-12m daypart used prior to RADAR 100.
xb Indicates no broadcasts in one or more component dayparts.
## Indicates that beginning with the RADAR 95 December 2007 report, the audience estimates produced may be based on a combination of PPM and Diary respondents.

Last updated: 3.22.10

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