Radar Zeros In Windy City

Chicago ABC Radio emerged as the big winner in the RADAR 42 radio ratings report, the first survey to rank all webs in their new configurations.

The configuration shakeup began two years ago when Unistar elected to combine two of its lineups, United Stations 2 and Transtar 2, into one web, dubbed Ultimate. Subsequently, all of the major players in network radio have been repackaging their programs for advertisers to maximize market-by-market and national penetration, and to make network time easier to understand and buy.

CBS combined its young adult network, Radioradio, with some of its CBS Radio Network programming to create CBS Spectrum and a revamped CBS Radio Network. ABC melded its contemporary FM and rock young adult networks into two, Genesis and Prime, and its four adult networks into three: Prime, Platinum and Galaxy.

Westwood One created a new adult network, Westwood One News & Entertainment, and combined inventory from its old Mutual and NBC webs to form a new Mutual, adding Sunday programming. It also renamed the old NBC network Westwood NBC and added Sunday programming.

These changes have resulted in fewer networks competing in the twice-yearly RADAR survey and greatly enhanced the profiles of some webs.

CBS’ Spectrum, for example, was the No. 1 network in the RADAR 41 survey – a position it was less likely to attain under the old network lineups.

In the latest survey, ABC regained the lead with its Prime network attracting an average quarter-hour audience of 5,074,000 listeners 12 and over – 64% ahead of Mutual’s second-place audience of 3,102,000.

ABC reaches 41.6 percent of listeners over the age of 12 and 42.3% of the key 25-54 demographic. Westwood One is second in terms of overall market share with 25.5% of listeners over 12 and in the 25-54 demo with 24.6 share.

ABC’s Prime network scored a 4.1 share of listeners 12 and over during the weekday 6 a.m. to 10 a.m. daypart – a larger rating than network tv morning shows deliver.

Unistar’s Ultimate enjoyed the biggest gain overall, moving up 9.3 percent to an audience of 2,113,000. Other winners included ABC’s Galaxy, up 6.5%, Westwood One’s NBC, up 6.1% and Unistar’s Super, up 6%.

Westwood One’s young adult network, the Source, was the big loser, dropping 9.6%, followed closely by Unistar’s young adult Power, falling 9.4%. CBS’ Spectrum network fell 8.6%, from first to fifth place, displaced by four newly aligned networks making their first appearance in this survey.

Rankings are based on listeners during the daypart common to all competing networks: Monday through Sunday, 6 a.m. to 7 p.m.

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