Press Release

Radio Rating Research in Tokyo Metropolis area of February, 2005

March 16, 2005

Video Research Ltd. has been conducting Radio Research in Tokyo Metropolis area 6 times a year (even number month). At this time, we are delighted to announce the release of the research result of February, 2005.

Survey Outline

Survey method: Mail survey (diary) .Portable questionnaire
Survey area: Tokyo Metropolis area ( Tokyo 35km radius)
Respondents: M&F 12-69 yrs. old ( 3,000 samples )
Response rate: 94.8% ( 2,845s )
Sampling method: Random 2-stage sampling
Survey period:

1 week, February21 (Mon) – February 27 (Sun), 2005

February, 2005 Radio Rating Research in Tokyo Metropolis

[ I ]How frequently persons tune in to radio?

(Radio contact ratio per week cumulated one week: 5:00-29:00)

[ II ]Where do they tune in to the radio?

(Share of listening minutes by place Mon-Sun:5:00-29:00)

How frequently persons tune in to radio? Where do they tune in to the radio?
The ratio of persons who listened to the radio in one week reaches more than 75% among Men & Women, 12 - 69 years old.
Also, the average listening duration (cumulated one week) is 13.8 hours, i.e., persons listen to the radio approximately 2 hours a day.

Radio is a medium with a character that is often listened out-of-home and that ratio reaches over 50%.
It can be said that radio is a medium that is tuned in to both inside home and out-of-home.