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RADAR Goes Local

RADAR Goes Local

The upcoming RADAR numbers from Arbitron will let subscribers go beyond national data to access radio network information for the top 10 local markets. The company said this makes RADAR the only radio ratings service to offer audience-to-cleared-commercial data at the local market level.
Among the findings of the latest report: over the course of a typical week, radio reached 95 percent of Persons 18+ who live in a household with an income of $75,000 or more. Ninety-five percent of college grads listened to radio, as compared to only 92 percent of people who did not go to college. Eighty-two percent of Persons 18+ listened to radio while in their cars; 25 percent listened at work.
Full results come out Monday. RADAR measures 46 individual radio networks at ABC Radio Networks, American Urban Radio Networks, Crystal Media Networks, Dial Communications – Global Media, Inc., Jones MediaAmerica Inc., Premiere Radio Networks and Westwood One Radio Networks.