Press Release

Radio Rating Research in Tokyo Metropolis area of October, 2007

November 16, 2007

Video Research Ltd. has been conducting Radio Research in Tokyo Metropolis area 6 times a year (every even number month survey). At this time, we are delighted to announce the research result of October, 2007.

Survey Outline

Survey method: Mail survey, Self-completion, Diary type questionnaire
Survey area: Tokyo Metropolis area (Tokyo 35km radius)
Respondents: M&F 12-69 yrs. old (3,000 samples each)
Effective number of
   respondents:
2,810 (Response rate = 93.7%)
Sampling method: Random systematic sampling
Survey period: 1 week, Oct. 15(Mon) - Oct. 21(Sun), 2007

October, 2007 Radio Rating Research in Tokyo Metropolis area

[ I ]How frequently persons tune in to the 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 the radio? Where do they tune in to the radio?

In Tokyo Metropolis area, the ratio of persons who listened to the radio in one week reaches 71.6% among Men & Women, 12-69 years old.
Also, the average listening duration (cumulated one week) is 14.7 hrs., i.e., persons listen to the radio approx. 2 hrs. a day.

Radio is a medium that is listened both inside home and outside home. The share of out-of-home listening is somewhat larger than inside home and is approx. 51.1% of the total listening.