DG dominates the RADAR dojo

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ArbitronArbitron has released the RADAR March 2012 (RADAR 112) network ratings.  The composition this time around is quite different than the year ago report.  Dial Global and Premiere Radio networks made significant changes to their program schedule.  Additionally, there are now 46 individual networks measured by RADAR, versus 56 networks in RADAR March 2011. As is the case usually, Dial Global dominates the top five spots in Adults 18-49 and 25-54, however, this time around, Premiere’s Daytime Youth Network slotted in at #3 and #4, respectively.


 

DG scored five of the top six RADAR nets in Adults 25-54.   In order of rank beginning with the highest, the networks include DG Complete FM, DG Reach Net, DG Decision Maker, DG Metro Women and DG Information Net. In addition, Dial Global also represents five of the top five networks reaching Persons 12+. DG also received the #1 audience share of all RADAR rated networks. RADAR 112 represents the first measurement of Dial Global’s audience networks since the Company merged with Westwood One last October.

“We are pleased that our commitment to delivering top ranked and targeted networks is once again indicated in these most recent RADAR rankings,” said Paul Bronstein, SVP Research, Dial Global.

 

See the rankers here:

RADAR 112—March 2012 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: 134,014 (000)

 

RADAR-Rated Network Rank Number of Units Average Audience (000) Average Rating (%)
DG Complete FM xb 1 14 4,533 3.4
DG Reach Net xb 2 14 3,508 2.6
Premiere Daytime Youth Network xb 3 5 3,397 2.5
DG Decision Maker xb 4 14 3,014 2.2
DG Metro Women xb 5 14 2,800 2.1
Premiere Modern Women Network xb 6 14 2,520 1.9
United Stations Impact Network xb 7 14 2,431 1.8
Premiere Today’s Men Network xb 8 14 2,400 1.8
CMN Radio Social Network xb 9 14 2,316 1.7
CMN Prestige AMD xb 10 10 2,278 1.7
DG Information Net xb 11 14 2,250 1.7
Premiere Daytime Adult Network xb 12 5 2,165 1.6
CMN Prestige PMD xb 13 10 2,032 1.5
Cumulus Media Family FM xb 14 10 1,777 1.3
Premiere Young Influencers Network 15 38 1,703 1.3
Premiere Super Moms Network 16 38 1,635 1.2
DG Metro Music xb 17 10 1,546 1.2
Premiere Informed Network xb 18 10 1,469 1.1
DG Engaged FM 19 122 1,415 1.1
Premiere Top 50 Optimized 20 28 1,351 1.0
Premiere Money & Smarts Network 21 38 1,312 1.0
Cumulus Media Contemporary FM xb 22 10 1,232 0.9
Premiere Prime Time Network 23 56 1,191 0.9
American Urban Pinnacle Network xb 24 60 1,131 0.8
DG Women’s Week xb 25 30 1,083 0.8
Cumulus Media FM Connection 26 102 1,004 0.7
DG News Net xb 27 30 970 0.7
Premiere Urban Network 28 38 951 0.7
DG Market Select xb 29 30 896 0.7
American Urban STRZ Wknd Ent Network xb 30 20 818 0.6
Premiere Female Focus Network xb 31 14 790 0.6
Premiere America 32 28 718 0.5
American Urban Elite Network xb 33 10 695 0.5
DG Female Target Weekend xb 34 32 652 0.5
Cumulus Media Female Connection 35 106 630 0.5
Cumulus Media Prime Access 36 56 626 0.5
DG Female Target 37 90 575 0.4
American Urban Renaissance Network 38T 132 539 0.4
DG News Brand 38T 180 539 0.4
Cumulus Media Urban Advantage 40 28 527 0.4
Cumulus Media Metro Latino 41 56 469 0.3
Premiere FOX News Network xb 42 90 447 0.3
Cumulus Media Prime Reach 43 117 335 0.2
Cumulus Media Information 44 30 305 0.2
Cumulus Media Hispanic Select 45 112 172 0.1
Premiere FOX Business Report xb 46 5 105 0.1

 

Please note: When comparing these rankers to previous rankers, the RADAR 112 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 112—March 2012 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: 125,718 (000)

 

RADAR-Rated Network Rank Number of Units Average Audience (000) Average Rating (%)
DG Complete FM xb 1 14 4,260 3.4
DG Reach Net xb 2 14 3,381 2.7
DG Decision Maker xb 3 14 2,990 2.4
Premiere Daytime Youth Network xb 4 5 2,909 2.3
DG Metro Women xb 5 14 2,577 2
DG Information Net xb 6 14 2,557 2
Premiere Today’s Men Network xb 7 14 2,513 2
Premiere Daytime Adult Network xb 8 5 2,433 1.9
Premiere Modern Women Network xb 9 14 2,390 1.9
CMN Prestige AMD xb 10 10 2,380 1.9
CMN Radio Social Network xb 11 14 2,295 1.8
United Stations Impact Network xb 12 14 2,225 1.8
CMN Prestige PMD xb 13 10 1,984 1.6
Cumulus Media Family FM xb 14 10 1,961 1.6
Premiere Informed Network xb 15 10 1,833 1.5
Premiere Super Moms Network 16 38 1,574 1.3
DG Metro Music xb 17 10 1,523 1.2
DG Engaged FM 18 122 1,457 1.2
Premiere Money & Smarts Network 19 38 1,430 1.1
Premiere Young Influencers Network 20 38 1,390 1.1
Premiere Top 50 Optimized 21 28 1,315 1
Premiere Prime Time Network 22 56 1,234 1
DG News Net xb 23 30 1,189 0.9
DG Women’s Week xb 24 30 1,115 0.9
Cumulus Media Contemporary FM xb 25 10 1,088 0.9
Cumulus Media FM Connection 26 102 1,079 0.9
American Urban Pinnacle Network xb 27 60 1,044 0.8
Premiere Female Focus Network xb 28 14 858 0.7
DG Market Select xb 29 30 847 0.7
Premiere Urban Network 30 38 837 0.7
Cumulus Media Prime Access 31 56 773 0.6
American Urban STRZ Wknd Ent Network xb 32 20 748 0.6
Premiere America 33 28 696 0.6
DG News Brand 34 180 654 0.5
DG Female Target Weekend xb 35 32 630 0.5
American Urban Elite Network xb 36 10 592 0.5
Cumulus Media Female Connection 37 106 589 0.5
Premiere FOX News Network xb 38 90 559 0.4
DG Female Target 39 90 555 0.4
Cumulus Media Urban Advantage 40 28 520 0.4
American Urban Renaissance Network 41 132 514 0.4
Cumulus Media Metro Latino 42 56 445 0.4
Cumulus Media Prime Reach 43 117 424 0.3
Cumulus Media Information 44 30 400 0.3
Cumulus Media Hispanic Select 45 112 157 0.1
Premiere FOX Business Report xb 46 5 133 0.1

 

Please note: When comparing these rankers to previous rankers, the RADAR 112 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.

Here’s a run-down of the changes made for RADAR 112:

•           Dial Global added 13 networks:  DG Complete FM; DG Decision Maker; DG Engaged FM; DG Female Target; DG Female Target Weekend; DG Information Net; DG Market Select; DG Metro Music; DG Metro Women; DG News Brand; DG News Net; DG Reach Net; DG Women’s Week

•           Premiere Radio Networks added 3 networks:  Premiere America; Premiere FOX Business Report; Premiere Top 50 Optimized. These Premiere Radio Networks cannot be trended with prior RADAR studies.  They have the same names as in prior studies, but their make-up is substantially changed: Premiere Daytime Adult; Premiere Daytime Youth; Premiere Money &   Smarts; Premiere Prime Time; Premiere Super Moms; Premiere Urban;  Premiere Young Influencers

•           Dial Global discontinued 17 networks: Dial Global Adult Power; Dial Global Adults; Dial Global Complete FM; Dial Global Contemporary; Dial Global Digital 24/7; Dial Global Female Perspective; Dial Global FM Day; Dial Global FM Weekday; Dial Global FM Weekend; Dial Global Music & Entertainment; Dial Global News Day; Dial Global News Weekday; Dial Global News Weekend; Dial Global Weekend; Dial Global WFM Day; Dial Global WFM Weekday; Dial Global WFM Weekend 

•           Premiere Radio Networks discontinued 8 networks: Premiere Evening Adult; Premiere Evening Youth; Premiere Everyday Women; Premiere Money & Smarts :15; Premiere Super Moms :15; Premiere Top Market; Premiere Top Market 15; Premiere Young Influencers :15

 

Other Highlights:

 

*       Radio reaches over over 66 million Adults 18-34  weekly.
*       Radio’s Hispanic Audience  12+ increased by nearly 2 million over the last year. Radio reaches 95% of Hispanics 12+
*       Network Radio reaches three in four Adults 18-49 and Adults 25-54.
*       Overall Network Gross Impressions are down 14% versus RADAR 111. Dial Global/WWO (combo) accounted for about 2/3rds of that decline.
*       DG Added 13 networks and dropped 17.
*       Premiere added 3 networks and dropped 8. Premiere debuts: America, FOX Business Report, and Top 50 Optimized.
*       PPM data comprises 53% of the RADAR sample base.
*       Changes in listening reflect the differences in the newest quarter of listening, Fall’11 versus Fall’10.

United Stations Radio Networks’ USRN Impact Network has again gained in the 18-48 and 25-54 rankers, based on the specific daypart averages for Monday-Friday, 6am – 7pm:

Adults 18-49               #2 (up from #4)

Men 18-49                  #2 (up from #4)

Women 18-49             #2 (up from #4)

Adults 25-54               #2 (up from #4)

Men 25-54                  #1 (up from #4)

Women 25-54             #2 (up from #4)

Says USRN President/COO Jim Higgins: “United Stations continues to develop new programs and services and bring new radio station affiliates to our advertisers and sponsors who buy not only our RADAR rated Impact Network but our other networks and programs as well.  Our staff is dedicated to growing our audiences in the new PPM world and we continue to make great strides forward for all of our networks and the advertisers and agencies that support them.” 

The March 2012 survey period demonstrates network radio’s power in reaching a mass audience in all demos.  Commercials aired on the 46 networks measured  reached:

•           71.1% of Persons aged 12+ (185,126,000 Persons)

•           71.5% of Persons aged 18+ (168,415,000 Persons)

•           71% of Persons aged 35+ (116,505 Persons)

•           74% of Persons aged 18-49 (99,185,000 Persons)

•           74.6% of Persons aged 25-54 (93,816,000 Persons)