Arbitron Releases RADAR® 96 March 2008 Radio Network Ratings
Sample Size Increase to 225,063 Diary and PPMTM Respondents;
Market by Market Reporting for Top 100 DMA®s;
Key Demos Available on Arbitron.com
Arbitron Inc. (NYSE: ARB) today released its March 2008 RADAR® radio network audience reports (RADAR 96) covering the period January 11, 2007 – December 12, 2007, which includes PPM and diary respondents.
In addition to the Persons 12+ rankings released each quarter, Arbitron posts RADAR Radio Network Ratings for Persons 18-49 and Persons 25-54 on its Web site.
http://www.arbitron.com/national_radio/radar96_network_rankings.htm
RADAR 96 marks an increase in sample size to more than 225,000 respondents. By December 2008, Arbitron plans to increase the sample size to 300,000 respondents. This is part of a continuing sample increase initiative and is in line with Arbitron’s commitment to enhance the quality of its RADAR service and ensure more granular information is available to clients by demographics, dayparts and by individual market in the Top 100 DMA®s.
Selected Audience Results from RADAR 96
During the RADAR 96 survey period, 72 percent 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 57radio networks reached:
* 72 percent of Persons 18+
* 72 percent of Persons 35+
* 74 percent of Persons 18-49
* 74 percent of Persons 25-54
