RADAR Report Finds Radio Increases Its Reach Year-Over-Year By More Than 500,000 Listeners
September 10, 2013 at 8:17 AM (PT)
ARBITRON has released highlights from its SEPTEMBER 2013 RADAR 118 National Radio Listening Report. The report shows radio’s audience again increased year over year, adding more than 500,000 weekly listeners. Radio now reaches 242.2 million listeners, or 92% of persons, age 12 and older, on an average weekly basis.
Additionally, daily time spent listening to radio among persons age 12 and older held steady versus the SEPTEMBER 2012 RADAR report. People aged 12 and older who listen to the radio spend approximately 2 hours and 35 minutes a day with the medium.
Radio’s Reach Continues to Grow
Over the last year, radio continues grow its audience, adding a half million more listeners on a weekly basis, according to a five-year trend based on the latest SEPTEMBER 2013 RADAR report.
Radio continues to be a medium that reaches a diverse audience base. According to the SEPTEMBER 2013 RADAR report, radio saw gains in the Hispanic audience across all major demographic groups versus the SEPTEMBER 2012 report, while the Black (non-Hispanic) audience remained steady year over year.
* Radio’s Hispanic audience aged 12 and older added 468,000 weekly listeners versus the SEPTEMBER 2012 RADAR report. Radio reaches 94% of Hispanic listeners aged 12 and older in an average week.
* Young Hispanic teens aged 12-17 showed impressive gains versus last year, adding 265,000 weekly listeners. Radio now reaches 5.2 million Hispanic teens in an average week.
* Radio now reaches nearly 31 million Black (non-Hispanic) listeners, age 12 and older, in an average week, or 92% of this demographic.
* Radio’s Black (non-Hispanic) teen audience aged 12 to 17 again remained steady versus the SEPTEMBER 2012 report. Radio continues to reach nearly 90% of Black (non-Hispanic) teens in an average week.