Arbitron issued its Dec. 2007 (Sept. 21, 2006 – Sept. 19, 2007) RADAR radio network audience reports (RADAR 95), which now include PPM respondents from the Houston-Galveston and Philadelphia markets, combined with diary respondents from other markets.
During the RADAR 95 survey period, 72% of US consumers age 12+ heard one or more network radio commercials in the course of a week, according to Arbitron, which said among the prime audience demographics sought by advertisers, the commercials that aired on the 56 radio networks reached…
- 72% of Persons 18+
- 72% of Persons 35+
- 74% of Persons 18-49
- 74% of Persons 25-54
In addition to the Persons 12+ rankings released each quarter, Arbitron posts RADAR radio network ratings for persons 18-49 and persons 25-54.
RADAR 95 marks the addition of PPM respondents as well as an increase in sample size to 200,083 respondents – exceeding Arbitron’s sample size goal of 200,000 respondents for this report.
Arbitron also announced that by December 2008 the sample would increase to 300,000 respondents.
About the data: The RADAR 95 (pdf) December 2007 release is the first to include both PPM and diary respondent data, which are for the same 12-week period for the Summer 2007 local market surveys. The PPM data included in the RADAR 95 release are from the Houston-Galveston and Philadelphia Metro markets only for the Summer 2007 quarterly survey. For the other three quarterly surveys that constitute the audience estimates, diary data are included for those Metro markets. Because RADAR audience estimates are based on four quarterly surveys, the PPM respondents for Houston-Galveston and Philadelphia account for one-quarter of those Metro market’s audience estimates.
