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© 2010 Arbitron Inc. Introduction Network Radio Today offers you a window into the dynamic world of national radio and its listeners, as well as an introduction to RADAR®, the national radio ratings service that for over 40 years has been the “gold standard” of measurement for national radio listening and network radio audiences. A radio network is defined as an organization that provides programs, services and commercials to local affiliate radio stations throughout the United States. The organization maintains an ongoing affiliate relationship with each station, and the affiliates carry the network material in a consistent manner from week to week. Stations report to the networks the actual aired time for each program and/or commercial on an exact- time basis. For advertisers, network radio offers station lineups with exceptional market coverage and powerful targeting via a broad range of programming and station services, including personality programming, digital formats, news and information services, prep packages, music libraries and interactive technologies. Currently, there are more than 50 measured RADAR networks that provide advertising opportunities for advertisers to reach millions of consumers around the country. Network Radio Today illustrates that network radio offers several advantages to advertisers who are seeking to build reach quickly and efficiently. Among them, network radio delivers well-defined demos and socioeconomic groups, ranging from working women to young adults to high-income households. It also reaches about 74 percent of all radio listeners every week, offering convenient, one-stop access to this substantial national audience. This report profiles network radio from a national viewpoint, outlining its strength as a medium and analyzing listening behavior for several important socioeconomic groups. It is part of Arbitron’s commitment to giving agencies, advertisers and radio networks information about and insights into America’s radio audience. Arbitron invites you to explore this fascinating snapshot of how Americans spend time with network radio. PPM ratings are based on audience estimates and are the opinion of Arbitron and should not be relied on for precise accuracy or precise representativeness of a demographic or radio market. 2 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Contents Network Radio Reaches All Ages 4 RADAR Software Suite 16 Listening Location 5 SCAN 17 Network Radio Appeals to College-Educated Listeners 6 SCAN-ONE 18 Network Radio Delivers High-Income Households 7 TARGETS 19 Network Radio Covers All County Sizes 8 TARGETS-ONE 20 Network Radio Works for Working Adults 9 PARTS 21 Network Radio Is Ubiquitous Among Black Americans 10 Market-by-Market 22 Network Radio Reaches Hispanics of Every Age 11 SPOTS 23 SOS 24 RADAR Description 12 RADAR Plus 25 Incorporating PPM Data Into RADAR 13 Lineups 26 Spot Confirmation 13 Terms for the Network Trade 27 The Evolution of Network Radio Measurement 14 County-Size Groups 34 Sources 35 Network Contacts 36 About Arbitron 39 Arbitron Contacts 40 3 RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Network Radio Reaches All Ages Audience Gender Composition Audience Age Composition Network Radio Offers Gender Equality Persons 18+, Mon-Sun, 12M-12M Persons 12+, Mon-Sun, 12M-12M Network radio reaches nearly three-fourths of Americans 12+ each week. The medium P12-17 +P65 performs particularly well in the coveted 25-54 P65+ 5% P18-24 18% 10% demographic, reaching 77 percent of American consumers in this age range. People aged 25-54 compose 51 percent of the 12+ audience P25-34 to network radio. Women 14% Men 48% P55-64 Network radio also performs well with teens, 52% reaching 70 percent of young people aged 16% 12-17 weekly. P35-44 Network radio reaches a nearly equal P45-54 17% percentage of adult men (76 percent) and 20% women (73 percent). However, due to population differentials between the sexes, more Women 18+ (87.4 million) listen to network radio Weekly Reach Percentage by Age each week than Men 18+ (85.4 million). Persons 12+, Mon-Sun, 12M-12M 77% 78% 77% 77% 75% 76% 74% 70% 66% P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+ P18-49 P25-54 Note: Due to rounding, totals may not add to 100. 4 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Listening Location Audience Composition by Listening Location Radio Goes Everywhere Persons 18+, Mon-Sun, 12M-12M Network radio has the flexibility to reach listeners at home and out-of-home locations. Nearly 151 million Adults 18+ (65 percent) listen to network radio out of home. At Home In comparison, 44 percent of Adults 18+ (about 39% 101.5 million) listen to network radio at home. Indeed, 61 percent of listening is out of home. Out of Home 61% Weekly Reach Percentage by Location Persons 18+, Mon-Sun, 12M-12M 65% 44% At Home Out of Home Note: Due to rounding, totals may not add to 100. 5 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Network Radio Appeals to College-Educated Listeners Audience Composition by Education Network Radio Is at the Top of Its Class Persons 18+, Mon-Sun, 12M-12M in Attracting Well-Educated Audiences Network radio reaches approximately three- College quarters of America’s college graduates each Graduate week. Furthermore, it reaches nearly 57 million 25% who report having attended “some college.” A No portion of these listeners are likely to be younger College people who are still in the process of earning 41% their degrees. College-educated listeners make up nearly two- thirds of the 18+ audience to network radio. Some College 34% Weekly Reach Percentage by Education Persons 18+, Mon-Sun, 12M-12M 74% 77% 72% No College Some College College Graduate Note: Due to rounding, totals may not add to 100. 6 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Network Radio Delivers High-Income Households Audience Composition by Household Income Network Radio Attracts Valuable Persons 18+, Mon-Sun, 12M-12M Listeners Across All Income Brackets Network radio attracts listeners across all <$25K income levels, but it performs particularly well $75K+ 21% among high-income households. Those with 28% annual household incomes of more than $75,000 make up 28 percent of network radio’s Adult 18+ audience, while those earning between $50,000 and $75,000 per household account for 23 percent. Overall, network radio reaches 76 percent of $25K-$50K those with household incomes of $50,000 or $50K-$75K 29% more. 23% Weekly Reach Percentage by Household Income Persons 18+, Mon-Sun, 12M-12M 76% 75% 71% 74% <$25K $25K-$50K $50K-$75K $75K+ Note: Due to rounding, totals may not add to 100. 7 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Network Radio Covers All County Sizes* Audience Composition Audience Composition From the Metropolis to Small-Town by County Size by County Size USA, Network Radio Comes Persons 12+, Mon-Sun, 12M-12M Persons 12+, Mon-Sun, 12M-12M In Loud and Clear Network radio reaches 80 percent of the people D AA 12+ who reside in the most populous counties 19% 20% (sizes AA and A). Together, these listeners C & D account for about 35 percent of network radio’s 35% 12+ audience. Network radio has the power to reach small- C A town and rural listeners as well. Thirty-five 16% 16% AA, A & percent of network radio’s 12+ audience reside B in the nation’s least populous counties (sizes C and D), which are primarily composed of B 65% nonmetropolitan areas. 30% Weekly Reach Percentage by County Size Persons 12+, Mon-Sun, 12M-12M 82% 80% 78% 76% 71% 68% 70% 69% AA A B C D AA & A AA, A & B C & D •See county-size definitions on page 34. Note: Due to rounding, totals may not add to 100. 8 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Network Radio Works for Working Adults Audience Composition by Education When It Comes to Working Adults With Working Adults 18+, Mon-Sun, 12M-12M Kids, This Mobile Medium Stays in Step Network radio appeals greatly to full-time FT WA & working adults, reaching 78 percent of this College FT WA & important socioeconomic group each week. Grad No Similarly, network radio reaches 79 percent of 30% College full-time working adults with children under the 34% age of 12, an important category for many advertisers. The medium also reaches 76 percent of full-time working adults who are college graduates. FT WA & Network Radio also reaches high-earners. Some Seventy-nine percent of working adults with College household incomes of $75K+ hear network commercials each week. 36% Weekly Reach Percentage Working Adults 18+, Mon-Sun, 12M-12M 78% 79% 79% 79% FT WA FT WA & Children <12 FT WA & HHI $50K+ FT WA & HHI $75K+ Note: Due to rounding, totals may not add to 100. 9 NETWORK RADIO TODAY • 2010 EDITION © 2010 Arbitron Inc. Source: RADAR 105, Audiences to All Commercials. Network Radio Is Ubiquitous Among Black* Americans Gender Composition Age Composition From Teens to Seniors, Network Radio for Black* Americans for Black* Americans Connects With Blacks of All Ages Black Persons 18+, Mon-Sun, 12M-12M Black Persons 12+, Mon-Sun, 12M-12M More than eight out of 10 black* adults listen to network radio each week. The medium reaches +P65 P65+ P12-17 black men and women almost equally. 12%12% 8% P18-24 Network radio’s impressive appeal among black 11% Americans extends across nearly every age P55-64 group, with the medium peaking in popularity Men 14% among black listeners aged 35-44, 86 percent of Women 47% P25-54 whom are reached by network radio each week.
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