Arbitron releases RADAR 103; Dial-Global tops again

Arbitron reported in its December 2009 RADAR 103 that more than 188 million Persons aged 12+ heard one or more network radio commercials each week of the survey period.

The RADAR 103 survey period saw an increase in the number of people reached by network radio from the RADAR 102 period for key buying and selling demographic groups.  Among the prime audience demographics sought by advertisers, the commercials aired on the 56 radio networks reached:

73.9% of Persons aged 12+
74.4% of Persons aged 18+ (171,597,000 Persons)
74.2% of Persons aged 35+ (118,842,000 Persons)
76.0% of Persons aged 18-49 (102,924,000 Persons)
76.4% of Persons aged 25-54 (96,901,000 Persons)
 
The RADAR 103 release is the eighth 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.

Highlights: Dial-Global once again was tops in A 25-54 (top two) and A 18-49 (top three). Dial Global’s Contemporary ranked #1, Complete FM Networks #2 and Adult Power #4 MS5a-12m, A25-54 all broadcasts. 

“We are pleased with the performance of our networks”, said Jay Green, Director of Research for Dial Global. “Overall, this latest release again demonstrates the stability and consistency of network radio audiences. As additional PPM market data is integrated, the RADAR ratings service remains the gold standard for network radio buying and selling.”

United Stations Radio Networks showed upward momentum as well.  The USRN Impact Network earned its way into the Top 5 rank in all six of the network’s key demos:

Adults 18-49  #3 (up from # 4 with an increase of 9%)
Adults 25-54  #4 (up from # 5 with an increase of 10%)
Women 18-49  #4 (with an increase of 10%)
Women 25-54  #4 (up from # 5 with an increase of 10%)

USRN Impact also had significant increases in audience size for both Men 18-49 and Men 25-54.

Here is a summary of the Share of Gross Impressions by network company:
Overall marketplace down -2.1% with Adults 25-54 and 3.3% Adults 18-49 since R102.

Adults 25-54
CM: 21.8% (-6.8% vs R102)
PRN: 28.1% (+0.1% vs R102)
WWO: 21.9% (-5.9%vs R102)
AURN: 6.6% (-3.2% vs R102)
DG: 18.6% (-1.6% vs R102)
Crystal: 1.7% (+0.7% vs R102)
US: 1.4% (+10.0% vs R102)

Total: Down -87,717 Gross Impressions or -2.1% vs R102

Adults 18-49
CM: 20.17 (-7.0% vs R102)
PRN: 29.0% (+0.2% vs R102)
WWO: 21.3% (-5.7% vs R102)
AURN: 7.1% (-3.8% vs R102)
DG: 18.9% (-1.2% vs R102)
Crystal: 1.6% (+0.4% vs R102)
US: 1.5% (+9.9% vs R102)

Total: Down -79,368 Gross Impressions or -3.3% vs R102

New Networks
Westwood One Adults (dropped Westwood WON I)
Westwood One Weekend (dropped Westwood WON II)
Westwood One Women (dropped Westwood WON III). Inventory is now 5 min/week Mon-Sun 5a-12mid
 
Changes
Dial Global Adult Power experienced some major affiliation changes. Therefore, they are being considered “non-trendable” in RADAR 103.

Westwood Traffic Sponsorships I & II Networks have been dropped from RADAR.
 
Affiliates — as of:                                   
RADAR 103         10/14/09                             
                                       
Clearances — over one week in:
RADAR 102        Aug 08 and Jan 09                     
RADAR 103        Jan 09 and Mar 09                     
                                       
Respondents — listening surveys:                      
Fa 08, Wi 09, Sp09, Su 09 (Dropped Su 08 and Added Su 09 listening)    
                                       
Sample Size:                           
360,233                                
32.5% of sample based on PPM data                      
                                       
New PPM markets:               
Tampa-St. Petersburg-Clearwater                
St. Louis,                                     
Denver-Boulder                         
Baltimore                                      
Pittsburgh, PA 

The charts:

RADAR 103—December 2009 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: 135,455 (000)

Please note: When comparing these rankers to previous rankers, the RADAR 103 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 103—December 2009 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: 126,830 (000)

Please note: When comparing these rankers to previous rankers, the RADAR 103 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.