NEW! Hispanic and Black DMA^® Market Ranks

Starting in RADAR 91, the RADAR PC 2010 software includes almost 50 new socio-eco variables and combo variables.

Tip:  In Targets, to look at all the 111 socio-eco variables, click the Socio-Eco button on the main Targets screen and select All. Select some Sex/Age categories. Use the Format button to put Socio-Eco variables in the rows and Sex/Age Groups in the columns. Then select your choice of Networks and Dayparts, click Show Data and view a tabular report. There are new abbreviations: “HDMA” for Hispanic DMA and “BDMA” for Black DMA markets. Here’s a snapshot:

 

 

Why Don’t I See Data for Adults 18-49 for Work Status Full/Part Time?

Is it because my glasses need to be cleaned?

No, it is because Work Status is restricted to Women demo breaks, 18 years and older. To see data for Work Status, the sex category selected must be Women, not Adults and not Men! That rule applies in all of the RADAR PC 2010 software.

Here’s an example from Targets-One showing Usage data, Weekly Cume
Ratings (%) for Network-Affiliated Stations.

Use SOS To Quickly Select All Networks for a Daypart

Based on a suggestion from Scott Anekstein of Westwood One Radio Networks

Scott Anekstein of Westwood One was trying to see how network radio fares for all 56 networks given a GRP level. What would the reach be? How could he select all the networks for the Mon-Sun 6A-12M daypart without having to do it one-by-one in Parts?

By using the “By Daypart” option in SOS, you can select all the networks for your particular daypart. Then select your target demo, the maximum number of GRPS, 3000, for 1 week and a basic objective like 1 impression. Now, optimize. Once the file is optimized, use the SOS Tools menu to transfer the files to Parts with its multiple reporting capability.

RADAR Footnotes: What Do They Mean?

xb
Indicates a network’s audience estimate for a specified broad daypart (e.g., 6AM-12M) does not include broadcasts from one or more components of the broad daypart. For example, the xb code will show with the 6AM-12M broad daypart if there are no broadcasts in the 10AM-3PM component daypart for that network.

xc
Indicates less than 50 percent of the network’s daypart average audience for Persons 12+ comes from respondents listening to commercials within the specified daypart. For example, if the Persons 12+ 6AM-10AM daypart average audience estimate is 2800 and 1500 of the 2800 is from respondents listening to the commercials that affiliates aired outside the 6AM-10AM daypart, then the xc code will show. (Effective with RADAR 92, March 2007, the threshold for the “xc” flag will be increased to 70 percent.)

cb
Indicates no broadcasts in one or more component dayparts and less than 50 percent of the daypart average audience for Persons 12+ comes from respondents listening to commercials within the specified daypart. It is a combination of the xb and xc codes. (Effective with RADAR 92, March 2007, the threshold for the “xc” flag will be increased to 70 percent.)

xd
Indicates a specific network program is not included in the daypart averages for that network.

Asterisk (*)
Indicates audience estimates do not meet RADAR reporting standards, because either the sample size or estimated audience is below a designated limit.

Double Dash (--)
Indicates the data are not available.