RADAR Report: Radio Listening Holds Steady
Minority Audience Grows
March 13, 2012 at 11:19 AM (PT)
ARBITRON's MARCH 2012 RADAR® 112 National Radio Listening Report found that radio’s 12+ audience remains steady with 241.2 million people, representing approximately 93% of the population.
The teen audience (listeners 12-17) remaining flat at 22.7 million weekly listeners, while the 18-34 demo remained nearly unchanged compared to RADAR March 2011 data at 66.4 million
Higher up the demo scale, Radio attracted 126.2 million 18-49 adults and 119.4 million 25-43 adults on a weekly basis.
Minority listenership is on the rise, as The MARCH 2012 RADAR report found that the 12+ Hispanic audience grew by nearly 2 million, reaching 95% of that audience, with 18-49 Hispanics growing the most -- up one million over the previous year. Black listeners gained 391,000 weekly 12+ listeners, reaching approximately 93% of that population.