Premiere Radio Networks is realigning its RADAR-rated networks, introducing new networks and reconfiguring others. The changes go into effect with RADAR 104 in March 2010. The previous “Gem” networks are being replaced by new daypart-specific and demographically targeted networks of Clear Channel stations that have been, Premiere said, “reconfigured to reflect product usage and socioeconomic trends matched to the lifestyle profiles of specific audio listeners.”
Premiere EVP/Sales Carol Terakawa said, “As a leader in the network audio business, it’s important to continuously reevaluate and develop the way we serve our national advertisers. This reconfiguration and alignment of our RADAR networks is based on feedback we’ve received from clients and will provide more highly targeted and effective profiles that are in line with the current marketplace.”
The new networks:
- Money & Smarts, with a variety of formats that are “predominant with listeners of higher education, upper income and social prominence”
- Prime Time, focusing on heavy primetime TV viewers
- Super Moms, targeting women who have children and careers
- Top Market, focusing on listeners to highly rated stations in top 10 and top 25 markets
- Young Influencers, which targets “today’s dynamic youth; the tech-savvy social networker and frequent moviegoer”
Each of the new networks includes 28 30-second commercials a week, and all but “Prime Time” have a companion network with 21 15-second units per week.
Premiere is also introducing a News/Talk-based network called Informed, along with Everyday Women, formerly Mediabase Female, targeting “the active female listener” on music formats.
Continuing in RADAR are the Evening Adult, Evening Youth, Female Focus, Fox News, Modern Woman, Today’s Men, and Urban networks, but the networks’ affiliates have been reexamined, Premiere said, “to ensure that they remain as targeted and demographically appropriate as before.”