ArbitronÂ today released its September 2007 RADAR radio network audience reports (RADAR 94) covering the period June 29, 2006 ??” June 27, 2007.
During the RADAR 94 survey period, 72% of US consumers ages 12+ heard one or more network radio commercials in the course of a week, according to Arbitron.
It said among the prime audience demographics sought by advertisers the commercials aired on the 56 radio networks reached the following:
- 72% of persons 18+
- 72% of persons 35+
- 73% of persons 18-49
- 74% of persons 25-54
In addition to the persons 12+ rankings released each quarter, Arbitron now posts RADAR Radio Network Ratings for persons 18-49 and persons 25-54 on its website (also see graphics):
RADAR 94 marks an increase in sample size to 180,000 diarykeepers – part of a sample-increase initiative with a goal of 200,000 by December 2007.
About the data: 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 56 measured networks are operated by ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Global Inc., Jones MediaAmerica Inc., Premiere Radio Networks and Westwood One Radio Networks.