Press Release

Radio Rating Research in Tokyo Metropolis area of December, 2007

January 15, 2008

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 December, 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:
2,820 (Response rate = 94.0%)
Sampling method: Random systematic sampling
Survey period: 1 week, Dec. 10(Mon) - Dec. 16(Sun), 2007

December, 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 71.8% among Men & Women, 12-69 years old.
Also, the average listening duration (cumulated one week) is 14.9 hrs., i.e., persons listen to the radio more than 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 the sum of "In the cars" and "Inside home" comes to 52.9% of the total listening.