Arbitron issues RADAR 103 Cume estimates

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Arbitron has released cume audience estimates for the 56 RADAR-rated networks. The most current estimates indicate that Network Radio delivers more listeners across major buying demographics as compared to the prior RADAR network audience report.


Compared to three months ago, the December 2009 RADAR 103 saw an increase in the number of people reached by network radio from the RADAR 102 period for key buying and selling demographic groups.  The December report revealed 985,000 more listeners for Persons 18+; Persons 12+ showed an increase of 1,155,000 listeners compared to the RADAR 102 report.

“RADAR network radio continuously proves to be an extremely influential and cost-effective medium for advertisers,” said Bruce Supovitz, director, National Radio Services, Arbitron. “Every three months we consistently see an increase in listeners across the board, proving radio’s effectiveness of reaching a mass audience.”  
 

Demographic

RADAR 102

(September 2009)

RADAR 103
(December 2009 )

 

 

Change

(000)

Reach (000)

Reach Rating

Reach (000)

Reach Rating

Persons 12+

187,711

73.5

188,866

73.9

1,155

 

Adults 18+

170,612

74.0

171,597

74.4

985

 

Adults 35+

118,400

73.9

118,842

74.2

442

 

Adults 25-54

96,107

75.8

96,901

76.4

794

 

Adults 18-49

101,942

75.3

102,924

76.0

982

The RADAR 103 December 2009 release is the ninth RADAR release to include both Arbitron PPM and diary respondents. The PPM data included in the RADAR 103 release are from the Houston-Galveston, Philadelphia, New York, Los Angeles, Riverside-San Bernardino, Chicago, San Francisco, Dallas-Ft. Worth, Atlanta, Washington DC, and Detroit Metro markets for the Fall 2008, Winter 2009,Spring 2009 and Summer 2009 surveys, from Boston for the Winter 2009, Spring 2009 and Summer 2009 surveys, from Miami-Ft. Lauderdale-Hollywood, Seattle-Tacoma, Phoenix, Minneapolis-St. Paul, San Diego for the Spring 2009 and Summer 2009 surveys and from Tampa-St. Petersburg-Clearwater,  St. Louis,  Denver-Boulder, Baltimore and Pittsburgh, PA, for the Summer 2009 survey.