Emphasizing the strengths of network radio, Arbitron says its most recent RADAR data show increases in cume audiences in key demos.
The company rates 56 radio networks. “The most current estimates indicate that network radio delivers more listeners across major buying demographics as compared to the prior RADAR network audience report,” it stated.
December’s RADAR 103 report indicated an increase of 1.1 million listeners in persons 12+ (to a total of 188.8 million); and 985,000 more listeners in adults 18+. These are compared to the September report.
It quoted its Director of National Radio Services Bruce Supovitz saying, “Every three months we consistently see an increase in listeners across the board, proving radio’s effectiveness of reaching a mass audience.”
Adults 18–49 were up by 982,000; adults 25–54 were up 794,000; and adults 35+ were up 442,000.
The measured networks are run by American Urban Radio Networks, Citadel Media Networks, Crystal Media Networks, Dial Global Inc., Premiere Radio Networks, United Stations Radio Networks and Westwood One Radio Networks.