ABSTRACT
Because radio is woven into the patterns of consumers’ day-to-day lives, reaching them at home, in the office, and on the road, research is needed to understand how radio’s role in today’s media mix may be changing. As with the more commonly known television ratings conducted by Nielsen Media Research, Statistical Research Inc. (SRI) uses a sample of radio listeners to determine listener patterns and characteristics. Radio’s All Dimension Audience Research (RADAR) was first produced in 1967 and has been produced by SRI since 1972. Using nearly 30 measured networks, RADAR can provide data on national and network radio audiences in a variety of formats to SRI clients.
