Arbitron today released its March 2008 RADAR radio network audience reports (RADAR 96) covering the period January 11 – December 12, 2007 and including PPM and diary respondents. It had issued some preliminary findings last week.
Selected audience results from RADAR 96:
- During the RADAR 96 survey period, 72% 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 57 RADAR networks reached…
- 72% of persons 18+
- 72% of persons 35+
- 74% of persons 18-49
- 74% of persons 25-54
RADAR 96, March 2008 network rankings:
In addition to the Persons 12+ rankings, Arbitron issued rankings for Persons 18-49:
(See Arbitron’s website for?full RADAR 96 network rankings, including for Persons 25-54.)
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 57 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.
