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Arbitron Releases RADAR 97 June 2008 Radio Network Ratings

Arbitron this week released its June 2008 RADAR radio network audience reports (RADAR 97), covering the period April 5, 2007 to April 2, 2008 and including PPM and diary respondents. It had issued preliminary findings last week.

RADAR 97 marks an increase in sample size to more than 250,000 respondents.

Selected audience results from RADAR 97:

• During the RADAR 97 survey period, 73% of US 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…
  • 73% of Persons 18+
  • 73% of Persons 35+
  • 74% of Persons 18-49
  • 74% of Persons 25-54

RADAR 97 June 2008 network rankings, Persons 12+:

In addition to the Persons 12+ rankings, Arbitron issued rankings for Persons 18-49 (top 20 shown here):

(See Arbitron’s website for full RADAR 97 network rankings, including for Persons 25-54.)

The RADAR 97 June 2008 release is the third RADAR release to include both PPM and diary respondents. The PPM data included in the RADAR 97 release are from the Houston-Galveston and Philadelphia Metro markets for the Summer 2007, Fall 2007 and Winter 2008 surveys. For the Spring 2007 survey, diary data are included for those Metro markets. Because RADAR audience estimates are based on four quarterly surveys, the PPM respondents for Houston-Galveston and Philadelphia account for three-quarters of those Metro market’s audience estimates.

About 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., Jones MediaAmerica Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks. The RADAR 97 survey marks the first collection of data from United Stations Radio Networks.