Arbitron RADAR Report: 188MM Listeners Hear Network Radio Ads

Arbitron’s December 2009 RADAR Report (Radar 103) found that more than 188 million Persons aged 12+ heard one or more network radio commercial each week of the survey period.

The Dial Global Contemporary Network was the top RADAR-rated radio network, with an average rating of 3.1 and an average audience of 3.95 million listeners. Dial Global Complete FM Network was the second-rated network, with an average rating of 3.1 and an average audience of 3.87 million listeners, according to Arbitron. Premiere Male Focus Network, Dial Global Adult Power and Westwood One Adults network rounded out the top five networks. Dial Global networks made up five of the top 10 RADAR-rated networks.

Since the September RADAR report, Westwood One’s new Adult Network debuted in the No. 5 slot among Adults 25-54 and was No. 12 in Adults 18-49, Mediaweek points out. United Stations’ Impact Network moved up from No. 10 to No. 8 in 25-54s, and from No. 8 to No. 5 in 18-49s.

In terms of reach, the report indicated that radio reaches: 

• 73.9% of Persons aged 12+
• 74.4% of Persons aged 18+
• 74.2% of Persons aged 35+
• 76% of Persons aged 18-49
• 76.4% of Persons aged 25-54

The RADAR 103 is the eighth RADAR report to incude both Arbitron PPM and diary respondents.