RADAR 98 September '08 Ratings Released

RADAR 98 Data Released

ARBITRON released its SEPTEMBER 2008 RADAR radio network audience reports covering the period JUNE 28, 2007 to JUNE 25, 2008 TODAY (9/23), which includes PPMTM and diary respondents. RADAR 98, the standard currency for national network ratings, marks an increase in sample size to more than 275,000 respondents.

During the RADAR 98 survey period, 72% 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. Beyond 12+, 73% of Persons 18+, 72% of Persons 35+, 74% of Persons 18-49 and 74% of Persons 25-54 were exposed to network radio commercials.

The Top 10 Networks And Their Ratings

1- DIAL GLOBAL CONTEMPORARY NETWORK -- 2.6
2- DIAL GLOBAL ADULT POWER -- 2.6
3- ABCRN DAYTIME DIRECTION -- 2.4
4- DIAL GLOBAL COMPLETE FM NETWORK -- 2.3
5- WESTWOOD WON I NETWORK -- 2.2
6- DIAL GLOBAL NEWS & INFORMATION NET -- 1.8
7- ABCRN PRIME ACCESS -- 1.8
8- WESTWOOD CBS NEWS DAY NETWORK -- 1.7
9- ABCRN MORNING NEWS -- 1.7
10- DIAL GLOBAL FEMALE PERSPECTIVE -- 1.6

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.

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.

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