Dial Rules Radio Ratings Roost

Dial Global continued its reign as the ratings powerhouse among the 58 radio networks measured by RADAR, Arbitron’s network radio ratings service. In the most recent report released Monday (Sept. 21), four Dial Global networks ranked among the top-five rated networks among both Adults 25-54 and Adults 18-49.

Dial Global Contemporary Network was No. 1 among Adults 25-54 and Dial Global Complete FM Network was No. 1 among Adults 18-49. Dial Global Adult Power was No. 4 among Adults 25-54 and No. 3 among Adults 18-49. Dial Global Female Perspective was No. 5 among Adults 25-54 and Adults 18-49.

Premiere Radio Network’s Male Focus Network broke up a clean Dial Global sweep among the top five, ranked No. 3 among Adults 25-54 and ranked No. 4 among Adults 18-49.

For the first time, a United Stations radio network ranked among the top-10 rated networks. United Stations Impact network moved up from No. 14 to No. 10 among Adults 25-54 and from No. 14 to No. 8 among Adults 18-49.

The September report, covering the period June 26, 2008 to June 24, 2009, was the eighth RADAR release to include both Arbitron portable people meter and diary respondents. As Arbitron rolls out more people meter markets, PPM respondents make up a larger percentage of the sample, now at 28 percent of intab, up from 21 percent for the previous survey.

Because of the differences in methodology between the PPM and diary, the Network Radio Research Council has recommended a set of guidelines for posting and re-rating schedules that take into account the ongoing changes in the RADAR sample.