Network Radio Shows Strength In RADAR 102 Estimates

Network Radio Looks Strong

ARBITRON has released cumulative audience estimates for the 58 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 SEPTEMBER 2009 RADAR 102 saw an increase in the number of people reached by network radio from the RADAR 101 period for key buying and selling demographic groups. The SEPTEMBER report revealed 1,027,000 more listeners for Persons 18+; Persons 12+ showed an increase of 1,054,000 listeners compared to the RADAR 101 report.

This significant increase in listeners across the board from just three months ago highlights radioâ??s effectiveness of reaching a mass audience.

"Network radio continues to be a highly impactful and cost-effective media for advertisers," said ARBITRON Manager/National Radio Services BRUCE SUPOVITZ. "This significant increase in listeners across the board from just three months ago highlights radio’s effectiveness of reaching a mass audience."

Demographic            RADAR 101 (6/09)                            RADAR 102 (9/09)                 
                       Reach (000)   Reach Rating     Reach (000)   Reach Rating   Change (000)

Persons 12+    186,657           73.0                        187,711              73.5                    1,054
Adults 18+        169,585           73.5                        170,612              74.0                     1,027
Adults 35+        117,671           73.5                        118,400              73.9                     729
Adults 25-54     95,299             75.1                        96,107                75.8                     808
Adults 18-49    101,193            74.7                       101,942              75.3                     749

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