Spurred by an increasing demand by buyers that radio networks get the seal of approval that comes with Arbitron’s RADAR network radio ratings service, Dial Communications – Global Media will join
RADAR wit the release of the RADAR 76 report in March 2003. The New York-based sales division of Excelsior Radio Networks will debut with one network, to be called Dial-Global Contemporary, targeting
adults 18 to 49 with 14 units of commercial inventory a week. Dial-Global also plans to add another RADAR network targeting older demos. Since Arbitron bought the RADAR service in July 2001, the
number of networks reported in RADAR has increased by more than 25%, from 29 to 37. “When we converted RADAR to diary measurement, we said that the larger sample would make the service more accessible
so that more companies could have their networks measured in RADAR,” says Arbitron EVP David Lapovsky. The addition of Dial-Global brings the total number of RADAR-rated networks to 37.
