Radio’s reach and its audience retention through spot sets are both at 93%
We got the 93% weekly reach figure, for age 12+ Americans, from the Arbitron statistics ahead of next Monday’s RADAR 111 national figures. Now the 93% audience retention number comes from an important new study from Arbitron, Coleman Insights and RCS/Media Monitors delivered at yesterday’s Arbitron Client Conference in Baltimore. It analyzed 17.9 million spot breaks and 61.9 million commercial minutes in all 48 PPM markets. It found good news. But it’s critical for both programmers and salespeople to understand just what that "93%" statistic means – Arbitron's Bill Rose compares it to a subway car traveling its route - at each stop, some riders get off and others hop on. Some of the listeners at the end of a spot break aren’t the same ones who were there at the beginning. From the beginning, PPM showed that people are living their lives while listening to the radio – some punch out not because they’re avoiding commercials, but because they’ve just pulled into the parking lot at work, or a baby needs to be changed.
--Taylor on Radio-Info
Arbitron Reports Radio Listening Up; 1.4 Million Listeners Added.
According to Arbitron’s RADAR 111 National Radio Listening Report, 1.4 million more Americans ages 12-plus are listening to radio on a weekly basis compared to the RADAR report released one year ago. “The number of persons 12 and older listening to radio each week now reaches an estimated 241.3 million, representing 93% of the population 12 and older,” according to Arbitron. The report concludes, “In addition to adding 1.4 million weekly listeners during the past year, radio listening among key demographics continues to hold steady.
--Talkers Magazine, Headlines
The Day 1 April PPMs show America’s primed for baseball.
The March-to-April jumps for many large-market flagship stations stick out like a first-pitch home run – In New York, CBS Radio’s Yankees flagship WCBS-AM (880) jumps 3.7 to 4.8 to tie Clear Channel CHR "Z100" for third place, with age 6+ AQH shares. In Chicago, Tribune-owned Cubs homebase WGN (720) improves 4.5 to 5.4, tying Clear Channel’s urban AC "V103" for first place. In San Francisco, Cumulus Media Partners’ KNBR (680), the flagship of the reigning World Series champion Giants, soars from a 2.5 to 4.4, nearly doubling its cume in one month, to about 940,000. In Philadelphia, CBS-owned Phillies flagship WPHT (1210) improves 2.2 to 3.6, with the cume more than doubling from 400,000 to 925,000. More market-by-market analysis of Arbitron’s first April PPMs coming up in today’s TRI Newsletter. If you can’t wait, go directly to the Ratings Page of Radio-Info.com,
here.
--Taylor on Radio Info
Hispanics lift radio’s cume.
Arbitron reports RADAR 108 will show that 241.6 million Americans (12+) listen to the radio for at least five minutes per week. That’s an increase of 2.1 million people, compared to last year’s data when fewer markets had converted to PPM. More than half of those new listeners are Hispanics.
--Inside Radio