242.1 Million Persons Aged 12+ Tune To Radio Each Week Says RADAR Report
June 12, 2012 at 7:41 AM (PT)
ARBITRON's JUNE 2012 RADAR 113 National Radio Listening Report shows radio's audience increased slightly year over year by 590,000 persons aged 12 and older, representing nearly 93% of the population.
In addition to increasing its audience of persons aged 12 and older, young radio listeners also increased slightly with persons aged 12 to 17 at 22.8 million weekly listeners. Adults 18-34 showed the largest increase year over year, adding 845,000 weekly radio listeners. Adults 18-49 and Adults 5-54 showed year over year declines in weekly radio listening. The report found radio attracts 126.3 million adults aged 18-49 and 119.9 million adults aged 25-54 on a weekly basis.
Radio's diverse listener base saw a big jump in the JUNE 2012 RADAR study compared to the JUNE 2011 study. The number of Black (non-Hispanic) and Hispanic weekly radio listeners saw increases across most demographic segments.
* The JUNE 2012 RADAR report shows a significant increase in Hispanic weekly listeners. Radio's Hispanic audience aged 12 and older grew by more than 2.5 million versus the JUNE 2011 report. Radio reaches nearly 95% of Hispanics aged 12 and older.
* Hispanic Adults 25-54 increased the most over the past year, adding more than 1.8 million weekly listeners.
* Black (non-Hispanic) listeners also grew year over year, gaining 1 million weekly listeners 12 and older. Radio reaches approximately 93% of the Black (non-Hispanic) population.
Radio Delivers Affluent, Educated Adults
The JUNE 2012 RADAR report illustrates radio's ability to attract affluent, educated consumers. More than 95% of adults 18-49 with a household income of $75K or more and a college degree tune in to radio on a weekly basis. That’s 22.5 million listeners in this demographic. Also, nearly 34 million, or 93%, of Adults 18-34 with a household income of $75K or more tune into radio on a weekly basis.