Network Radio Listening Audience Remains Steady, Says RADAR December 2012 Report
December 3, 2012 at 12:32 PM (PT)
ARBITRON has released highlights from its DECEMBER 2012 RADAR 115 National Radio Listening Report. The report shows radio's audience holding steady year over year, reaching more than 241 million listeners, or more than 92% of the U.S. population, on an average weekly basis.
Adults 18-34 shows the largest gains among the major age demographics, adding more than 600,00 weekly listeners. Radio now reaches nearly 67 million adults aged 18-34 in an average week. Radio listening also remains steady across all other major demographics. Radio reaches nearly 126 million adults aged 18 to 49 and more than 119 million adults aged 25 to 54 in an average week.
Radio's diverse listener base continues to see large increases in the DECEMBER 2012 RADAR study compared to the DECEMBER 2011 study.
* Radio's Hispanic audience aged 12 and older rises by nearly 2.5 million listeners versus the December 2011 report. Radio reaches nearly 95% of Hispanics aged 12 and older.
* Hispanic adults aged 25-54 shows an impressive increase over the past year, rising by more than 1.8 million weekly listeners.
* The Black (non-Hispanic) audience also shows significant gains. Radio among Black (non-Hispanic) listeners aged 12 and older increases by more than 920,000 versus DECEMBER 2011. Radio reaches approximately 92.4% of the Black (non-Hispanic) population.
* Black (non-Hispanic) adults aged 18-34 continues to show significant gains, adding nearly half a million average weekly listeners versus last year.
Radio Delivers Affluent, Educated Adults
The DECEMBER 2012 RADAR report illustrates radio's ability to attract affluent, educated consumers. More than 95% of adults aged 25-54 with a household income of $75K or more and a college degree tune in to radio on a weekly basis, that’s nearly 26 million listeners in this demographic. Also, nearly 70 million, or 94%, of Adults aged 18-49 with a household income of $75K or more tune into radio on a weekly basis.